{"id":3349,"date":"2020-09-04T09:34:09","date_gmt":"2020-09-04T09:34:09","guid":{"rendered":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/?p=3349"},"modified":"2020-09-04T09:34:09","modified_gmt":"2020-09-04T09:34:09","slug":"new-research-paper-published-by-professor-dimitrios-buhalis-in-journal-of-advertising","status":"publish","type":"post","link":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/2020\/09\/04\/new-research-paper-published-by-professor-dimitrios-buhalis-in-journal-of-advertising\/","title":{"rendered":"New research paper published by Professor Dimitrios Buhalis in Journal of Advertising\u00a0"},"content":{"rendered":"

New research paper published by Professor Dimitrios Buhalis in Journal of Advertising\u00a0<\/span><\/p>\n

Ali Selcuk Can, Yuksel Ekinci, Giampaolo Viglia & Dimitrios Buhalis (2020):
\nStronger Together? Tourists\u2019 Behavioral Responses to Joint Brand Advertising<\/a>,
\n<\/b>Journal of Advertising\u00a0https:\/\/doi.org\/10.1080\/00913367.2020.1809574<\/a><\/span><\/p>\n

free eprints\u00a0https:\/\/www.tandfonline.com\/eprint\/76JWSAAMIBF3ZHQXFEHT\/full?target=10.1080\/00913367.2020.1809574<\/a><\/span><\/p>\n

<\/span><\/a><\/div>\n

\u00a0<\/span><\/p>\n

Abstract\u00a0<\/span><\/b><\/p>\n

Drawing on collaboration theory, this research investigates the effect of joint versus single brand advertising on tourists\u2019 behavioral responses with two experiments. Study 1 employs a field experiment to examine the effect of joint brand advertising on tourists\u2019 actual information search behavior. Study 2 uses a laboratory experiment to investigate the effect of joint brand advertising on tourists\u2019 intention to visit a destination and measures whether this relationship is mediated by product interest. Study 1 suggests that, compared to single brand advertising, joint brand advertising increases tourists\u2019 search behavior. Study 2 shows that joint brand advertising stimulates product interest, which in turn increases tourists\u2019 intention to visit. The mediating role of product interest disappears when a destination brand forms a partnership with a lesser-reputed travel intermediary brand. The research provides implications for theory development in the area of tourism advertising, while also identifying best practices for advertisers on how to optimize the effectiveness of their campaigns.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

New research paper published by Professor Dimitrios Buhalis in Journal of Advertising\u00a0 Ali Selcuk Can, Yuksel Ekinci, Giampaolo Viglia & Dimitrios Buhalis (2020): Stronger Together? Tourists\u2019 Behavioral Responses to Joint… Read more » about New research paper published by Professor Dimitrios Buhalis in Journal of Advertising\u00a0<\/span><\/a><\/p>\n","protected":false},"author":327,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[224,52],"tags":[],"class_list":["post-3349","post","type-post","status-publish","format-standard","hentry","category-co-creation","category-tourism"],"acf":[],"_links":{"self":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3349","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/users\/327"}],"replies":[{"embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/comments?post=3349"}],"version-history":[{"count":1,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3349\/revisions"}],"predecessor-version":[{"id":3350,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/posts\/3349\/revisions\/3350"}],"wp:attachment":[{"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/media?parent=3349"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/categories?post=3349"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/microsites.bournemouth.ac.uk\/etourism-lab\/wp-json\/wp\/v2\/tags?post=3349"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}