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dc.contributor.authorKong, Shaojunen_US
dc.contributor.authorHuang, Zhenfangen_US
dc.contributor.authorScott, Noelen_US
dc.contributor.authorZhang, Ziangen_US
dc.contributor.authorShen, Zhixiangen_US
dc.date.accessioned2019-05-29T13:13:45Z
dc.date.available2019-05-29T13:13:45Z
dc.date.issued2018en_US
dc.identifier.issn1356-7667en_US
dc.identifier.doi10.1177/1356766718757272en_US
dc.identifier.urihttp://hdl.handle.net/10072/381669
dc.description.abstractTourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness and interest of their experience. This study used eye-tracking and self-reported recall methods to investigate online tourism advertisement effectiveness based on the hierarchy of effects model. A within-subjects experimental design (n ¼ 30) was used to examine mock advertisements (stimuli) containing various combinations of image, text and product price. Results show that the advertisement containing both image and price was least effective, while the stimuli with text and price were most effective in capturing the respondent’s attention. Advertising consisting of image, text and price generated the best recall. There were significant differences in results based on gender, task and experience.en_US
dc.description.peerreviewedYesen_US
dc.languageEnglishen_US
dc.publisherSage Publicationsen_US
dc.publisher.placeUnited Kingdomen_US
dc.relation.ispartofpagefrom1en_US
dc.relation.ispartofpageto17en_US
dc.relation.ispartofjournalJournal of Vacation Marketingen_US
dc.subject.fieldofresearchMarketing not elsewhere classifieden_US
dc.subject.fieldofresearchTourismen_US
dc.subject.fieldofresearchMarketingen_US
dc.subject.fieldofresearchcode150599en_US
dc.subject.fieldofresearchcode1506en_US
dc.subject.fieldofresearchcode1505en_US
dc.subject.keywordsEffecten_US
dc.subject.keywordsEye trackingen_US
dc.subject.keywordsOnline tourism advertisingen_US
dc.subject.keywordsRecallen_US
dc.subject.keywordsVisual attentionen_US
dc.titleWeb advertisement effectiveness evaluation: Attention and memoryen_US
dc.typeJournal articleen_US
dc.type.descriptionC1 - Articlesen_US
dc.type.codeC - Journal Articlesen_US
gro.hasfulltextNo Full Text
gro.griffith.authorScott, Noel


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