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Drawing on Ducoffe’s advertising value model, this study aims to integrate additional constructs (credibility, fantasy and visual appeal) as important antecedents to the perceived advertising value of vlogs. The study also examines the mediating role of place attachment between perceived advertising value and intention to visit a destination.

A total of 267 valid online questionnaires were collected among Pakistanis who (regularly, frequently, weekly or at least monthly) watch vlogs of tourist places on social networking sites and YouTube.

The empirical results using the partial least squares structural equation modeling approach show that informativeness, entertainment and credibility have significant positive effects, whereas irritation negatively impacts advertising value. The study also supports the positive effect of advertising value on visit intention and the mediating role of place attachment.

These findings reinforce a paradigm shift in advertising building on personal credibility, experiences and trustworthiness. This study contributes to the line of research that links promotional activities, destination image, tourists’ attitudes, visit intention and behavior.

本研究借鉴 Ducoffe 的广告价值模型, 将其他构念（可信度、幻想和视觉吸引力）作为感知视频博客广告价值的重要前提。该研究还考察了地方依恋在感知的广告价值和访问目的地的意愿之间的中介作用。

本研究在社交网站和 YouTube 上（定期、频繁、每周或至少每月）观看旅游视频博客的巴基斯坦游客中收集了 267 份有效的在线问卷。

使用 PLS-SEM 方法的实证结果表明, 信息量、娱乐性和可信度具有显着的积极影响, 而刺激则对广告价值产生负面影响。该研究还支持广告价值对访问意愿的正向影响以及地方依恋的中介作用。

这些发现强化了基于个人信誉、经验和可信赖性的广告范式转变。本研究有助于将促销活动、目的地形象、游客态度、访问意图和行为联系起来的研究路线。

Although scientific methods are available for evaluating the impact of intervention programs (e.g., plant growth of alternative seeds and soil treatments; consumer purchases of alternative prices, brands, and products; reforms such as regulations requiring wearing helmets by motorcycle riders), tourism marketing programs fail to use these methods. Traditional “conversion studies” – estimating the rate inquiries from tourism advertising convert into visitors by asking samples of inquirers if they visited – have fatal flaws in measuring whether or not the advertising caused visits to the destination that otherwise would not have occurred. The failure to stop doing traditional conversion studies to measure whether or not advertising causes visits appears to be an example of ignorance of ignorance, that is, tourism marketing executives do not have the knowledge and skills for applying effective methods to estimate the effectiveness of marketing and advertising's influence on causing visits, and they are unaware of their ignorance. What to do? New technologies in delivering advertising is decreasing the costs and efforts of using scientific methods for measuring advertising and marketing's impact on visits. Large, unobtrusive, scientific field experiments are appearing in the literature in the second decade of the 21st century. Good news at last?

A meta-evaluation is an assessment of evaluation practices. Meta-evaluations include assessments of validity and usefulness of two or more studies that focus on the same issues. Every performance audit is grounded explicitly or implicitly in one or more theories of program evaluation. A deep understanding of alternative theories of program evaluation is helpful to gain clarity about sound auditing practices. We present a review of several theories of program evaluation.

This study includes a meta-evaluation of seven government audits on the efficiency and effectiveness of tourism departments and programs. The seven tourism-marketing performance audits are program evaluations for: Missouri, North Carolina, Tennessee, Minnesota, Australia, and two for Hawaii. The majority of these audits are negative performance assessments. Similarly, although these audits are more useful than none at all, the central conclusion of the meta-evaluation is that most of these audit reports are inadequate assessments. These audits are too limited in the issues examined; not sufficiently grounded in relevant evaluation theory and practice; and fail to include recommendations, that if implemented, would result in substantial increases in performance.

By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

The purpose of this paper is to contribute to international tourism market segmentation research by proposing a comprehensive framework that examines behavioral, benefits and lifestyle segmentations. The moderating roles of geographic segmentation (nationality) and advertising media types are also discussed.

Tourists volunteered to participate in a self-administered survey at random during peak seasons. Total number of collected questionnaires was 966. The authors used WarpPLS 6.0 software to analyze data.

Results from a sample of 919 tourists show that tourists in the benefit segmentation cluster had intentions to revisit the destination but they were unlikely to recommend it to others. Another finding indicates that marketing campaigns on different advertising media types might have different results when targeting different activities.

Leaning on the foundations of the marketing literature and the market segmentation theory, this research attempts to create a theoretical contribution that can be used to segment international tourists based on their travel motivations. Additionally, this study highlights the power of conditional probability approach, as it could be of more value than the predominant path coefficient approach.

Tourism is leisure commodified. As a commodity, the actuality of tourism has been suggested as less important than its expressive representations. What is depicted or not depicted in destination image advertising, and on whose authority it is selected, involves a more complex question of what comprises the destination and who has the power to define its identity. Recently, there has been a shift in the promotional role of destination marketing organizations where it has broadened to include product (attraction) development and industry relations. This role extension enables a matching of authoritative voice and reconstructed reality in order to verify official imaging. The symbolism and meaning of destination image can be interpreted through a deconstructionist analysis of tourist destination advertising. This paper explores significance of tourism promotion on tourist culture as it packages touristic representations.

Tourism destination marketers use videos that incorporate storytelling and visual and audio components to evoke emotional arousal and memorability. This study aims to examine the increase in participants’ level of arousal and the degree of memorability after watching two different videos.

A quasi-experimental study was conducted with 45 participants who watched two destination promotional videos. One video used storytelling whereas the other used scenic images and music. The level of arousal was measured using both tonic and phasic electrodermal activity levels. The memorability of each video was measured after seven days by testing the recall accuracy.

Scenic imagery and music videos were associated with higher-than-average arousal levels, while storytelling videos generated larger-amplitude arousal peaks and a greater number of arousal-evoking events. After a week, the respondents recalled more events from the storytelling video than from the scenery and musical advertisements. This finding reveals that the treatment, storytelling and sensory stimuli in advertising moderate the impact of arousal peaks and memorability.

These results indicate that nonnarrative videos using only sceneries and music evoked a higher average level of arousal. However, memorability was associated with higher peak levels of arousal only in narrative storytelling. This is the first tourism study to report the effects of large arousal peaks on improved memorability in advertising.

This study aims to contribute to the discussion on the interplay between music and destination advertising by exploring the roles of music in destination promotional videos (DPVs).

Eight focus group discussions on DPVs about Budapest (Hungary) were assessed through thematic analysis. Individuals’ interactions with and perceptions of advertising can be explored in depth through the former, whereas the latter allowed to identify the roles of music in DPVs.

Results show that music plays a very important role in DPVs in which it acts as a conveyor. Viewers associate a DPV’s musical elements and genre with a destination’s character. Here, the use and remix of traditional music was felt to be controversial because of its ability to communicate cultural identity. The music caught the audience’s attention, elicited emotions in them and made them think about the destination in question. An original music track can make a video memorable.

A convenience sample was used with international and Hungarian university students for the focus groups.

Music is a powerful conveyor of the particular characteristics of a destination and if the structural elements of music, such as tempo, rhythm and dynamics, are chosen appropriately, tourism marketers can create compelling promotional videos. By recognising that different audiences are attracted by different genres of music, marketers can target specific tourist segments. Furthermore, tourism marketers are advised to ask locals’ opinions about which music best represents their city’s cultural identity.

Through an understanding of the important role of music in DPVs, this study provides a novel insight into assessing young people’s cognitive and affective responses to music in promotional videos.

This research examines impacts from tourists’ destination knowledge and destination interest upon Generation Z’s recognition memory of advertisement for a new travel destination (Taiwan). The findings of this study indicated that participants with high destination knowledge are more likely to exhibit a lower level of new travel destination advertising recognition than participants with low destination knowledge, while the destination interest is low. Practical and theoretical implications of this outcome for destination marketers and tourism scholars are suggested to better understand and anticipate the processes of tourists’ learning and retaining of new travel destination information.

The purpose of this paper is to present historical research on marketing practices in department stores of the 1880-1930 period using primary source records from Australia.

The paper draws from primary records including retail trade journals, mass circulation newspapers, and other contemporary sources, but mainly from the archives of The Master Retailers' Association (MRA). The MRA was the dominant industry employers' organisation in Australia, and possibly the first retail association of its kind in the Western world. Secondary sources have also been used to supplement the primary records, and to provide context, and cross-cultural comparisons.

The findings demonstrate the antecedents of a range of marketing practices that today we presume are modern, including sales promotion, trade promotion, direct mail, destination retailing, advertising, and consumer segmentation. This supports other scholars' research into marketing's long history.

This paper contributes original knowledge to the neglected field of Australian marketing history and connects the pioneering practices of retailers to the broader field of marketing. While some outstanding retail histories exist for the USA, UK, and France, the Australian story has remained largely uncovered.