Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences
Autor(a) principal: | |
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Data de Publicação: | 2011 |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010 |
Resumo: | The study depicts the various tools of online advertising and their effects on customers, in particular tourists to the Algarve region in Portugal. The purpose of this study is to find out about the degree of Internet usage of travelers and tourists as well as their preferences in online advertising. Furthermore, modern online marketing methods are researched and compared in order to find the most successful ones. Current trends and most effective online advertising methods are researched through secondary literature, a personal interview with the marketing & sales manager of the ROBINSON Club Quinta da Ria in Portugal and a survey. Altogether 248 tourists were questioned at Faro airport in Portugal. Through the investigation it is found that the majority of tourists to the Algarve region uses and prefers the Internet as a medium to gain travel relevant information and to book a holiday. The literature review describes all components of online advertising such as Search Marketing, interactive advertising, online public relations, viral marketing, opt-in email marketing and online partnerships. Out of these methods, Search Marketing, especially sponsored listings, generate rejection, if compared to organic ranking results. Furthermore, tourists have negative attitudes towards banner and pop-up advertising and consider them as Spam. Opt-in E-mail marketing on the other hand generates positive perceptions and as a result is one of the most successful online marketing methods. The use of social media represents a very effective, widely spread and well-liked communication and advertising tool. In general, tourists have more negative attitudes towards advertising on the Internet. |
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Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer PreferencesOnline AdvertisingTourismSearch MarketingInteractive AdvertisingViral MarketingE-MailBannerInternetThe study depicts the various tools of online advertising and their effects on customers, in particular tourists to the Algarve region in Portugal. The purpose of this study is to find out about the degree of Internet usage of travelers and tourists as well as their preferences in online advertising. Furthermore, modern online marketing methods are researched and compared in order to find the most successful ones. Current trends and most effective online advertising methods are researched through secondary literature, a personal interview with the marketing & sales manager of the ROBINSON Club Quinta da Ria in Portugal and a survey. Altogether 248 tourists were questioned at Faro airport in Portugal. Through the investigation it is found that the majority of tourists to the Algarve region uses and prefers the Internet as a medium to gain travel relevant information and to book a holiday. The literature review describes all components of online advertising such as Search Marketing, interactive advertising, online public relations, viral marketing, opt-in email marketing and online partnerships. Out of these methods, Search Marketing, especially sponsored listings, generate rejection, if compared to organic ranking results. Furthermore, tourists have negative attitudes towards banner and pop-up advertising and consider them as Spam. Opt-in E-mail marketing on the other hand generates positive perceptions and as a result is one of the most successful online marketing methods. The use of social media represents a very effective, widely spread and well-liked communication and advertising tool. In general, tourists have more negative attitudes towards advertising on the Internet.Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve2011-12-01info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articletext/htmlhttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010Tourism & Management Studies n.7 2011reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAPenghttp://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010Saß,Julianeinfo:eu-repo/semantics/openAccess2024-02-06T17:28:50Zoai:scielo:S2182-84582011000100010Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T02:32:59.165020Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
title |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
spellingShingle |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences Saß,Juliane Online Advertising Tourism Search Marketing Interactive Advertising Viral Marketing Banner Internet |
title_short |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
title_full |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
title_fullStr |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
title_full_unstemmed |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
title_sort |
Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences |
author |
Saß,Juliane |
author_facet |
Saß,Juliane |
author_role |
author |
dc.contributor.author.fl_str_mv |
Saß,Juliane |
dc.subject.por.fl_str_mv |
Online Advertising Tourism Search Marketing Interactive Advertising Viral Marketing Banner Internet |
topic |
Online Advertising Tourism Search Marketing Interactive Advertising Viral Marketing Banner Internet |
description |
The study depicts the various tools of online advertising and their effects on customers, in particular tourists to the Algarve region in Portugal. The purpose of this study is to find out about the degree of Internet usage of travelers and tourists as well as their preferences in online advertising. Furthermore, modern online marketing methods are researched and compared in order to find the most successful ones. Current trends and most effective online advertising methods are researched through secondary literature, a personal interview with the marketing & sales manager of the ROBINSON Club Quinta da Ria in Portugal and a survey. Altogether 248 tourists were questioned at Faro airport in Portugal. Through the investigation it is found that the majority of tourists to the Algarve region uses and prefers the Internet as a medium to gain travel relevant information and to book a holiday. The literature review describes all components of online advertising such as Search Marketing, interactive advertising, online public relations, viral marketing, opt-in email marketing and online partnerships. Out of these methods, Search Marketing, especially sponsored listings, generate rejection, if compared to organic ranking results. Furthermore, tourists have negative attitudes towards banner and pop-up advertising and consider them as Spam. Opt-in E-mail marketing on the other hand generates positive perceptions and as a result is one of the most successful online marketing methods. The use of social media represents a very effective, widely spread and well-liked communication and advertising tool. In general, tourists have more negative attitudes towards advertising on the Internet. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-01 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010 |
url |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
http://scielo.pt/scielo.php?script=sci_arttext&pid=S2182-84582011000100010 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html |
dc.publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
publisher.none.fl_str_mv |
Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve |
dc.source.none.fl_str_mv |
Tourism & Management Studies n.7 2011 reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação instacron:RCAAP |
instname_str |
Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
instacron_str |
RCAAP |
institution |
RCAAP |
reponame_str |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
collection |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
repository.name.fl_str_mv |
Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
repository.mail.fl_str_mv |
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1799137390175977472 |