ONLINE ADVERTISING IN THE TOURISM INDUSTRY AND ITS IMPACT ON CONSUMERS
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 advert...
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| Main Author: | |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2011-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/338/559 |
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| Summary: | 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. Optin 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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| ISSN: | 2182-8466 |