Abstract
Websites and publicity in mass media are two commonly used marketing elements. However, it is unclear whether exposure to a website or publicity is most effective at influencing behavior. This research compares the effectiveness of a magazine publicity article and a tourism destination website on the choice of a spring break destination. Based on this analysis, a website is no more credible than a publicity article; nor does an Internet site create a more favorable attitude or greater purchase intent than does magazine-based publicity. Magazine articles emerged as equally effective as websites for most variables. This study shows that traditional magazine articles can still influence Millennials. Even with a study population of college students who use web resources more than most other populations, the web was not superior. This study reveals that both publicity and a website are important parts of the tourism marketing mix and suggests specific applications.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2010.010106
Publication Date
9-2010
Recommended Citation
Loda, Marsha D., Coleman, Barbara C., Norman, Bill, and Esposito, Marie (2010). Comparing credibility: A website versus publicity. Journal of Applied Marketing Theory, 1(1), 67-81. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol1/iss1/6