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The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry

Author

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  • Wan Yu Chang

    (Department of Tourism Management, Taiwan Shoufu University, No. 168, Nanshi Li, Madou District, Tainan City 72153, Taiwan)

  • I Ying Chang

    (Department of Tourism, MICE Management, Chung Hua University, Hsinchu 30012, Taiwan)

Abstract

With a diversity of promotional channels and ever-increasing numbers of participants, the tourism industry in Taiwan faces keen competition. Along with the direct cross-strait flights policy, groups like Eastern Multimedia Group, Tsann Kuen Enterprise Company Limited and Want Want China Times Group have founded travel agencies for the purpose of increasing their market share in the tourism industry. Therefore, the formulation of marketing strategies has become a critical issue for all travel agencies that wish to ensure their prominence in the market. The frequent use of humorous materials and appeals has been the main tendency in advertising. However, no consistent conclusions regarding the actual effects of humorous advertising have been determined. The subjects of the current study were users of the Lion Travel website. Online questionnaires were sent to and collected from random respondents. One hundred questionnaires were delivered, and 512 valid questionnaires were collected. Each collected questionnaire represented a valid sample. The study generated the following five results: (1) humorous advertisements may partially influence brand awareness; (2) humorous elements may partially influence advertising effects; (3) brand awareness has significant positive effects on the advertising attitude of advertising effects; (4) brand awareness has significant positive effects on the brand attitude of advertising effects; (5) brand awareness has significant positive effects on the purchasing intention of advertising effects. Eventually, it is anticipated that the results of this study can serve as a reference and provide suggestions for humorous advertising strategies in the tourism industry.

Suggested Citation

  • Wan Yu Chang & I Ying Chang, 2014. "The Influences of Humorous Advertising on Brand Popularity and Advertising Effects in the Tourism Industry," Sustainability, MDPI, vol. 6(12), pages 1-13, December.
    • Handle: RePEc:gam:jsusta:v:6:y:2014:i:12:p:9205-9217:d:43411
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    References listed on IDEAS

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    Cited by:

    1. Judit Oláh & Nicodemus Kitukutha & Hossam Haddad & Miklós Pakurár & Domicián Máté & József Popp, 2018. "Achieving Sustainable E-Commerce in Environmental, Social and Economic Dimensions by Taking Possible Trade-Offs," Sustainability, MDPI, vol. 11(1), pages 1-22, December.
    2. Grigaliunaite Viktorija & Pileliene Lina, 2016. "Emotional or Rational? The Determination of the Influence of Advertising Appeal on Advertising Effectiveness," Scientific Annals of Economics and Business, Sciendo, vol. 63(3), pages 391-414, November.
    3. Viktorija GRIGALIUNAITE & Lina PILELIENE, 2016. "Emotional Or Rational? The Determination Of The Influence Of Advertising Appeal On Advertising Effectiveness," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 63(3), pages 391-414, November.
    4. Jiwon Lee & Inwon Kang & Joseph Stanfield, 2017. "Coercive Tactics and Web Advertising Performance," Sustainability, MDPI, vol. 9(8), pages 1-18, July.

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