Customers' Assessment of Destination Advertisements with Incomplete Information Interactions among Inferences, Attitudes, and Purchase Intentions
Küçük Resim Yok
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Routledge Journals, Taylor & Francis Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Potential visitors are often required to make judgments about destinations on the basis of limited or incomplete information. Since decision-making rules may change when information is missing, it is instrumental to understand how potential visitors respond to incomplete information. The present research explores how marketing communication containing incomplete information (in) directly affects consumers' inferences, attitudes, and purchase intentions. The results have shown that when information is limited, consumers are unlikely to develop strong attitudes that will guide their purchase intentions. However, when exposed to the incomplete information, the involved consumers are likely to infer service quality by complementing the incompleteness with their own input, and hence they are likely to develop favorable intent toward the destination. Implications for destination advertising are discussed.
Açıklama
Anahtar Kelimeler
Attitudes Toward Destination, Behavioral Intent, Consumer Inferences, Destination Advertising, Missing Information
Kaynak
Journal Of Quality Assurance In Hospitality & Tourism
WoS Q Değeri
Scopus Q Değeri
Q2
Cilt
15
Sayı
3
