A comparative study of perceptions of destination advertising according to message appeal and endorsement type

Saerom Wang, Seong Seop Kim, Jerome Agrusa

Research output: Journal article publicationJournal articleAcademic researchpeer-review

21 Citations (Scopus)


As today’s world is flattening, the landscape of tourist destinations is becoming similar. In turn, an increasing number of destinations are seeking to effectively promote themselves. For these reasons, this study investigated the differences in the advertising effectiveness of destination promotions by message appeal and endorsement type. The main objective of the study was to compare the effectiveness of destination advertising by message appeal types and endorsement types respectively in order to determine the most effective type of advertising for promoting a destination. A questionnaire with hypothetical website advertising designs was used in a survey of inbound tourists to Korea of three different nationalities. To examine differences between the two advertising appeal types according to the type of offer, a series of t-tests were performed, whereas general linear model tests with repeated measures were carried out to detect the differences among the three endorsement types. The results revealed destination advertising effectiveness vary by both advertising appeal type and endorsement type. Such effectiveness was also found to vary by the message recipient’s cultural background. For destination marketers, these findings shed light on the importance of a well-curated message design by message appeal type and endorsement type.
Original languageEnglish
Pages (from-to)24-41
Number of pages18
JournalAsia Pacific Journal of Tourism Research
Issue number1
Publication statusPublished - 2 Jan 2018


  • advertising
  • Destination
  • endorsement
  • message
  • message appeal

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management


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