IDEAS home Printed from https://ideas.repec.org/a/taf/servic/v28y2008i9p1265-1275.html
   My bibliography  Save this article

Female tour leaders as advertising endorsers

Author

Listed:
  • Chin-Tsai Lin
  • Kuo-Ching Wang
  • Wen-Yu Chen

Abstract

In the Pan-Asia domain, especially Taiwan, Japan, South Korea, and the most effectively emerging power house, China, group package tours (GPTs) have been considered as an indispensable gadget for overseas vacationing tourists. A well-trained senior tour guide is capable of bringing up the GPT by offering an intriguing and entertaining interactive service, and vice versa ; the presented research reveals the gender differences in terms of positioning tour leaders as advertising endorsers. Technically, the features and cover letters posed on GPT brochures simply justify the credibility of being a capable and well-organized tour leader; nevertheless, female tour leaders seem to be far more satisfying when it comes to satisfying the needs of consumers. In the meantime, there are 440 samples closely examined through the methodology of ‘post-test-only control group experimental design’, which discloses the ground-breaking mystery of why female tour leaders are more favorable than males. Significantly, the updated developing research is able to provide a cost-effective and target-oriented marketing information for any multinational Tourism Bureaus and travel agencies.

Suggested Citation

  • Chin-Tsai Lin & Kuo-Ching Wang & Wen-Yu Chen, 2008. "Female tour leaders as advertising endorsers," The Service Industries Journal, Taylor & Francis Journals, vol. 28(9), pages 1265-1275, November.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:9:p:1265-1275
    DOI: 10.1080/02642060802230239
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/02642060802230239
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/02642060802230239?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Dholakia, Ruby Roy & Sternthal, Brian, 1977. "Highly Credible," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 3(4), pages 223-232, March.
    2. Tripp, Carolyn & Jensen, Thomas D & Carlson, Les, 1994. "The Effects of Multiple Product Endorsements by Celebrities on Consumers' Attitudes and Intentions," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 535-547, March.
    3. Lafferty, Barbara A. & Goldsmith, Ronald E., 1999. "Corporate Credibility's Role in Consumers' Attitudes and Purchase Intentions When a High versus a Low Credibility Endorser Is Used in the Ad," Journal of Business Research, Elsevier, vol. 44(2), pages 109-116, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Li, Yaoqi & Liu, Biqiang & Xie, Lishan, 2022. "Celebrity endorsement in international destination marketing: Evidence from eye-tracking techniques and laboratory experiments," Journal of Business Research, Elsevier, vol. 150(C), pages 553-566.
    2. Banerjee, Snehasish & Chua, Alton Y.K., 2020. "How alluring is the online profile of tour guides?," Annals of Tourism Research, Elsevier, vol. 81(C).
    3. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The depicted service employee in marketing communications: An empirical assessment of the impact of facial happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 186-193.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ramendra Pratap Singh & Neelotpaul Banerjee, 2018. "Exploring the Influence of Celebrity Credibility on Brand Attitude, Advertisement Attitude and Purchase Intention," Global Business Review, International Management Institute, vol. 19(6), pages 1622-1639, December.
    2. Newell, Stephen J. & Goldsmith, Ronald E., 2001. "The development of a scale to measure perceived corporate credibility," Journal of Business Research, Elsevier, vol. 52(3), pages 235-247, June.
    3. S. Venus Jin & Aziz Muqaddam, 2019. "Product placement 2.0: “Do Brands Need Influencers, or Do Influencers Need Brands?”," Journal of Brand Management, Palgrave Macmillan, vol. 26(5), pages 522-537, September.
    4. Malshe, Avinash, 2010. "How is marketers' credibility construed within the sales-marketing interface?," Journal of Business Research, Elsevier, vol. 63(1), pages 13-19, January.
    5. Zamudio, César, 2016. "Matching with the stars: How brand personality determines celebrity endorsement contract formation," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 409-427.
    6. Suwelack, Thomas & Hogreve, Jens & Hoyer, Wayne D., 2011. "Understanding Money-Back Guarantees: Cognitive, Affective, and Behavioral Outcomes," Journal of Retailing, Elsevier, vol. 87(4), pages 462-478.
    7. Mark Groza & Mya Pronschinske & Matthew Walker, 2011. "Perceived Organizational Motives and Consumer Responses to Proactive and Reactive CSR," Journal of Business Ethics, Springer, vol. 102(4), pages 639-652, September.
    8. Ilicic, Jasmina & Webster, Cynthia M., 2011. "Effects of multiple endorsements and consumer–celebrity attachment on attitude and purchase intention," Australasian marketing journal, Elsevier, vol. 19(4), pages 230-237.
    9. . Abhishek & Arvind Sahay, 2013. "Role of Culture in Celebrity Endorsement: Brand Endorsement by Celebrities in Indian Context-A Review, Synthesis and Research Propositions," Working Papers id:5432, eSocialSciences.
    10. Farah Mastura Noor Azman & Zainol Bidin, 2015. "Factors Influencing Zakat Compliance Behavior on Saving," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 5(1), pages 118-128, January.
    11. Jiafeng Gu, 2021. "Spatial Dynamics between Firm Sales and Environmental Responsibility: The Mediating Role of Corporate Innovation," Sustainability, MDPI, vol. 13(4), pages 1-18, February.
    12. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    13. repec:jtr:journl:v:4:y:2012:i:1:p:12-37 is not listed on IDEAS
    14. Justina Sidlauskiene & Yannick Joye & Vilte Auruskeviciene, 2023. "AI-based chatbots in conversational commerce and their effects on product and price perceptions," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    15. Wiwiek DIANAWATI & Dian AGUSTIA & Nisful LAILA, 2018. "The Influence of Corporate Social Responsibility (CSR) Disclosure on Firm Value with Stakeholder Reaction as the Mediation Variable," Expert Journal of Business and Management, Sprint Investify, vol. 6(2), pages 147-152.
    16. Gong, Heming & Bian, Xuemei & Zheng, Chundong, 2024. "Leveraging celebrities with inconsistent attractiveness and credibility for charitable endorsement: A cue diagnosticity perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    17. Fong, Cher-Min & Lee, Chun-Ling & Du, Yunzhou, 2013. "Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan," International Business Review, Elsevier, vol. 22(1), pages 174-186.
    18. Yoojung Kim & Sejung Marina Choi, 2022. "When Bad Becomes Good: The Role of Congruence and Product Type in the CSR Initiatives of Stigmatized Industries," Sustainability, MDPI, vol. 14(13), pages 1-16, July.
    19. Daha Tijjani Abdurrahaman & Zahir Osman, 2017. "Development of conceptual framework for Nigerian generation Y-ers’ purchase intention and response towards indigenous celebrity-endorsed products: A PLS-SEM Study on Selected Mobile Service Provider," Journal of Administrative and Business Studies, Professor Dr. Usman Raja, vol. 3(1), pages 49-59.
    20. Karpinska-Krakowiak, Malgorzata, 2021. "Women are more likely to buy unknown brands than men: The effects of gender and known versus unknown brands on purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    21. Wang, Xiaolin & Ye, Yingying, 2024. "Government-initiated corporate social responsibility and performance growth—Evidence from enterprise engagement in targeted poverty alleviation in China," Pacific-Basin Finance Journal, Elsevier, vol. 84(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:servic:v:28:y:2008:i:9:p:1265-1275. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/FSIJ20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.