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dc.contributor.advisorRugphong Vongsarojen
dc.contributor.authorKamonthat Nualananen
dc.date.accessioned2021-09-29T03:47:10Z
dc.date.available2021-09-29T03:47:10Z
dc.date.issued2016
dc.identifierb195737
dc.identifier.urihttps://repository.nida.ac.th/handle/662723737/5275
dc.descriptionThesis (Ph.D. (Integrated Tourism Management))--National Institute of Development Administration, 2016
dc.description.abstractThis empirical study examined the effects of local online travel agencies’ banner advertising belief factors on inbound tourists’ attitude toward banner advertising and the effects of inbound tourists’ attitude toward banner advertising on banner advertising effectiveness. The results of structural equation modeling could partially confirm the belief-attitude-effectiveness relations for local online travel agencies’ banner advertising from the perspective of inbound tourists. The empirical results from this study indicated that the features and contents of banner advertising in terms of product information, hedonic/pleasure, social role and image, good for economy and interactivity could lead to favorable attitude toward banner advertising while the irritation feature of banner advertising could create unfavorable attitude toward banner advertising. Furthermore, favorable attitude toward banner advertising was likely to increase effectiveness of banner advertising. Last but not least, this study suggested a banner advertising management for effective online advertising tasks to drive business survival in the international tourism marketplace.en
dc.format.extent288 leavesen
dc.format.mimetypeapplication/pdf
dc.language.isoeng
dc.publisherNational Institute of Development Administrationen
dc.rightsผลงานนี้เผยแพร่ภายใต้ลิขสิทธิ์ของสถาบันบัณฑิตพัฒนบริหารศาสตร์th
dc.subject.otherTourismen
dc.subject.otherTravel agentsen
dc.titleBanner advertising management for local online travel agenciesen
dc.typeText
dc.rights.holderNational Institute of Development Administrationen
mods.genreDissertation
mods.physicalLocationสถาบันบัณฑิตพัฒนบริหารศาสตร์. สำนักบรรณสารการพัฒนาth
thesis.degree.nameDoctor of Philosophyen
thesis.degree.levelDoctoral
thesis.degree.disciplineIntegrated Tourism Managementen
thesis.degree.grantorNational Institute of Development Administrationen
thesis.degree.departmentThe Graduate School of Tourism Managementen


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