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旅游推广策划:An Empirical Identification of Supporting Marketing Initiatives

论文作者:留学生论文论文属性:硕士毕业论文 thesis登出时间:2010-12-13编辑:anterran点击率:13792

论文字数:14523论文编号:org201012131149363128语种:英语论文 English地区:美国价格:免费论文

关键词:Film tourismdestination marketingproduct placement

Promoting Destinations via Film Tourism: An Empirical Identification of Supporting Marketing Initiatives
The online version of this article can be found at:
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Travel and Tourism Research Association
Additional services and information for Journal of Travel Research can be found at:
LITERATURE REVIEW
According to Morgan and Pritchard (1998), placing a destination
in a film is the ultimate in tourism product placement.Product placement is an emerging phenomenon, andhas been defined as the planned entries of products into moviesor television shows that may influence viewers’ productbeliefs and/or behaviors favorably (Balasubramanian 1994).
Its growth has been spurred by the diminishing effectivenessof traditional advertising techniques (Kaikati and Kaikati2004), and marketers are realizing that communications viaproduct placement can be more sophisticated, more targeted,and more widely seen than traditional advertising methods(Karrh, McKee, and Pardun 2003).Limited research has been conducted on product placementdespite the growing use of this promotional method. Ofthe dozen or so studies related to product placement, nonehave looked at the placement of destinations in movies and itsinfluence on tourism. However, some of the findings do have
relevance for those interested in film tourism. In most of thestudies, respondents have a positive view toward productplacement and it seems to increase brand loyalty by validatingthe purchase decisions of the consumer (Hart 2003). Researchconfirms that product placement can have greater impact withprogram audiences than is typically found with comparablePromoting Destinations via Film Tourism:
An Empirical Identification of Supporting Marketing Initiatives
SIMON HUDSON AND J. R. BRENT RITCHIE
Simon Hudson, PhD, is an associate professor in the Haskayne
School of Business at the University of Calgary in Calgary, Alberta,
Canada. Prior to working in academia, he worked in the tourism
industry in Europe. Dr. Hudson has published numerous journal
articles and book chapters from his work and has three books to his
name: Snow Business, Sport and Adventure Tourism, and Tourism
and Hospitality Marketing. He is known worldwide for his work in
the ski industry. Dr. Brent Ritchie holds the professorship of tourism
management in the Haskayne School of Business at the University
of Calgary in Calgary, Alberta, Canada. He serves as chair of the
university’s World Tourism Education and Research Centre and
was elected as the founding chair of the World Tourism Organization’s
Tourism Education Council in 2001. Dr. Ritchie also has extensive
professional and industry relationships. He has served as president
of the Travel and Tourism Research Association and the Travel
Industry Association of Alberta and as chair of the Calgary
Convention and Visitors Bureau.
Film tourism is a growing phenomenon worldwide, fueledby both th论文英语论文网提供整理,提供论文代写英语论文代写代写论文代写英语论文代写留学生论文代写英文论文留学生论文代写相关核心关键词搜索。

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