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Female tour leaders as advertising endorsers

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  • 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
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    References listed on IDEAS

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    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.
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    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.

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