التفاصيل البيبلوغرافية
| العنوان: |
EFFECTIVE DOMESTIC TOURISM ADVERTISING LAYOUT: LITHUANIAN PERSPECTIVE. |
| المؤلفون: |
Grigaliūnaitė, V.1 viktorija.grigaliunaite@vdu.lt, Pilelienė, L.1 lina.pileliene@vdu.lt |
| المصدر: |
Central European Business Review. 2023, Vol. 12 Issue 5, p93-116. 24p. |
| مصطلحات موضوعية: |
*TOURISM advertising, *OUTDOOR advertising, *ADVOCACY advertising, *CULTURAL industries, *CONJOINT analysis, DOMESTIC tourism, LITHUANIANS |
| مستخلص: |
The issue of advertising is widely analysed in relevant literature; however, the emphasis is mainly on its commercial part. Advertising-related aspects in regard to domestic tourist behaviour still lack scholars' attention. Therefore, outdoor advertising and its possibilities of attracting domestic tourists are under-assessed. The purpose of the study is to determine the effective advertising layouts to be used in static outdoor domestic tourism advertisements. Accordingly, this study contributes to the literature by analysing the peculiarities of static outdoor advertising layouts and determining the most effective compositions of its creative elements. The most appealing advertising layouts are determined. Applying the principles of conjoint analysis, the main elements (i.e., attributes) of the advertising layout are established and composed into profiles, encompassing different element levels. The attributes used in the analysis are "headline position" (4 levels), "picture" (4 levels), "text" (3 levels) and "colour scheme" (4 levels). The results (based on profile rankings) allow determining relative attribute importance and attribute level performance. To verify the results, eye-tracking is performed. The study allows modelling recommended advertising layouts to be used in outdoor advertisements in domestic tourism. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: |
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