9722615 jeffrey
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Internet blogs as a tourism marketing medium:A case study
Presenter: Han-Ming Jeffrey Chen
Instructor: Dr. Pi-Ying Teresa Hsu
Date: Oct. 27, 2008
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Lin, Y.S., & Huang, J. Y. (2006). Internet blogs as a tourism marketing medium: A case study. Journal of business research, 59, 1201-1205.
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Contents Introduction
Literature review
Method
Result
My research
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Introduction
Website traffic is statistically significant in predicting the box office take of a new film, and thus the publisher's action made sense and good sales volumes were achieved.
(Zufryden, 2000)
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Justin’s Blog
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Research Motives
the improvement of standards of living
the prevalence of network technology
highly effect in place marketing
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Literature Review
photography and tourism
the Internet marketing on tourism
AIDA model
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Photography and Tourism
Photographic images of places and attractions help form expectations regarding tours during the pre-travel stage.
(Markwell, 1997)
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Internet marketing on tourism
The information-intensive nature of the tourism industry suggests an important role for the Internet and Web technology in destination promotion and marketing.
(Doolin et al., 2002)
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AIDA model
Attention
Interest
Desire
Action
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MethodData collection from the message board of
Justin's website
Period from July 1st to November 2nd in 2003
Quantity of the collection 301 messages
Data analysis classified by AIDA in the field of consumer behavior
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Result Frequency Percentage
Attention 134 44.5
Interest 30 10.0
Desire 118 39.2
Action 19 6.3
Total 301 100
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Categorized messages—Attention, Interest, Desire, Action (AIDA)
AIDA--Attention
Categorized messages Frequency Percentage
Praise for works and be touched 67 22.3 Thank for sharing 18 6.0Recollect former Greek tour 14 4.6Share websites discussing Greece 1 0.3Question about the camera 3 1.0Make a comment out of personal feeling 14 4.6Others 17 5.7
Subtotal 134 44.5
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Categorized messages—Attention, Interest, Desire, Action (AIDA)
AIDA-- Interest
Categorized messages Frequency Percentage
Seem to be personally in the scene 20 6.7 Be interested in and like Greece 10 3.3
Subtotal 30 10.0
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Categorized messages—Attention, Interest, Desire, Action (AIDA)
AIDA-- Desire Categorized messages Frequency Percentage
Buy books 47 15.6 Intend to have an independent tour
and ask questions and details 5 1.7 Dream of visiting 13 4.3 Aspire to visit at once 53 17.6
Subtotal 118 39.2
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Categorized messages—Attention, Interest, Desire, Action (AIDA)
AIDA-- Action
Categorized messages Frequency Percentage
Have visited or plan to visit recently 19 6.3
Subtotal 19 6.3
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My research
Topic The blog marketing: from the consumers’ points of view
Objective those who habitually surf the blogs
Method Quantitative (questionnaires)
Reference materials: Bed & Breakfast (B&B) blog
Thanks for your attention!