عوامل مؤثر و ساختار رابطه ای تبلیغات بنر اینترنتی در صنعت گردشگری

The Internet serves as a major marketing and communication tool in the tourism industry; it is, therefore, surprising that there have been few discussions of the structural relationship between tourism and Internet-based advertising. This study focuses on determining how Internet-based advertising has influenced travel agencies operating in the tourism industry. The sample of 605 respondents is, therefore, limited to those with experience of both Internet-based advertising and travel agencies. Using structural equation modeling (SEM), it was found that while both consumer contact and attention paid have a direct relationship to a consumer's attitude of an advertisement, they only indirectly affect the consumer's response. The level of importance ascribed to the content of Internet advertisements creates two distinct responses, indicating that the consumer's degree of product involvement is a significant variable in determining the success of Internet advertisements.

The rapid development of the Internet has had an enormous impact on traditional media, and has revolutionized commercials. Many enterprises have adopted the Internet in the marketing and sales of products and today the web is an important advertising medium. These effects are emphasized in the tourism industry; surveys conducted by the World Wide Web for the Taiwanese Civil Service of Ministry of Economic Affairs (MOEA) noted that online shopping is largely tourism based and planning and booking trips online is already common (Tsai, Huang, & Lin, 2005), and that marketing and sales are chiefly conducted through the Internet. Experts believe tourism has the potential to adopt e-commerce and internet advertising as its main communicative tool (Kim, Kim, & Han, 2007; Murphy & Tan, 2003). Information technology and web based advertising has been used to redefine tourism and deliver products to end consumers (Aaron, 2006; Gretzel, Yuan, & Fesenmaier, 2000). Internet advertising significantly impacts travel and purchase behavior (Buhalis & Licata, 2002; Tierney, 2000). Currently, there are several questions that we believe need to be answered by marketing researchers: (1) in conditions of extreme competition, advertisements may become highly prevalent, and customers would be barraged with advertising; would customers then begin to ignore advertisements? (2) What level of importance is placed on the content of Internet advertisements? (3) What degree of consumer involvement with product affects the attitude toward advertisements, and how does this affect the impact of advertisements? (4) What is the intensity of cause and effect relationships in the online marketplace?

The survey found that contact and attention determined Taiwanese travel agencies’ Internet-based advertisement's effectiveness. A layered, positive relationship exists amongst the variables ‘Internet advertising contact and attention’, ‘Internet advertising attitude’, and ‘Internet advertising effects’. Although the level of importance placed on content design by consumers did not produce a significant effect on advertisements’ effectiveness, the two intermediary variables, ‘product involvement degree’ and ‘Internet advertising attitude’ may reinforce its effect on Internet-based advertisements. Thus these two dimensions act as important antecedents determining Internet marketing effectiveness in the tourism industry. The attitude toward Internet advertising produces relatively greater intermediate effects between Internet advertising contact, attention and Internet advertising effectiveness. The other intermediary variable, product involvement, produces greater intermediate effects in (a) perceptions of content design and (b) the advertisement's effect. Both ‘Internet advertising attitude’ and ‘product involvement’ are significant mediators. The more positive the attitude towards Internet-based advertising and the higher the product involvement, the more effective the advertising. From previous studies on factors of advertising effects, it has been found that attitudes toward advertisements play the major role of a mediating variable (Brown & Stayman, 1992; Homer, 1990; MacKenzie & Lutz, 1989); however, if product involvement is also listed as an intermediary variable, and the dual effect of the mediator is considered, then differences should be noted. This study implies that the degree of product involvement plays an important role in advertising effects, and constitutes an important finding of this study.