I nternet blogs as a tourism    marketing medium: A  case study Presenter: Han-Ming Jeffrey Chen Instructor: Dr. Pi-Ying T...
Lin, Y.S., & Huang, J. Y. (2006). Internet blogs as a tourism marketing medium: A case study.  Journal of business researc...
Contents <ul><li>Introduction </li></ul><ul><li>Literature review </li></ul><ul><li>Method </li></ul><ul><li>Result  </li>...
Introduction <ul><li>Website traffic is statistically significant in predicting the box office take of a new film, and thu...
Justin’s Blog
Research Motives  <ul><li>the improvement of standards of living </li></ul><ul><li>the prevalence of network technology </...
Literature Review <ul><li>photography and tourism </li></ul><ul><li>the Internet marketing on tourism </li></ul><ul><li>AI...
Photography and Tourism <ul><li>Photographic images of places and attractions help form expectations regarding tours durin...
Internet marketing on tourism <ul><li>The information-intensive nature of the tourism industry suggests an important role ...
AIDA model A ttention I nterest D esire A ction
Method classified by AIDA in the field of consumer behavior Data analysis 301 messages Quantity of the collection from Jul...
Result <ul><li>Frequency  Percentage </li></ul><ul><li>Attention  134   44.5 </li></ul><ul><li>Interest  30   10.0 </li></...
Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA-- Attention </li></ul><ul><li>Categorized mes...
Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA--  Interest </li></ul><ul><li>Categorized mes...
Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA--  Desire </li></ul><ul><li>Categorized messa...
Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA--  Action </li></ul><ul><li>Categorized messa...
My research Reference materials: Bed & Breakfast (B&B) blog Quantitative (questionnaires) Method those who habitually surf...
Thanks for your attention!
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Individual Presentation 1

  1. 1. I nternet blogs as a tourism marketing medium: A case study Presenter: Han-Ming Jeffrey Chen Instructor: Dr. Pi-Ying Teresa Hsu Date: Oct. 27, 2008
  2. 2. Lin, Y.S., & Huang, J. Y. (2006). Internet blogs as a tourism marketing medium: A case study. Journal of business research , 59 (10-11), 1201-1205.
  3. 3. Contents <ul><li>Introduction </li></ul><ul><li>Literature review </li></ul><ul><li>Method </li></ul><ul><li>Result </li></ul><ul><li>My research </li></ul>
  4. 4. Introduction <ul><li>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. </li></ul><ul><li>(Zufryden, 2000) </li></ul>
  5. 5. Justin’s Blog
  6. 6. Research Motives <ul><li>the improvement of standards of living </li></ul><ul><li>the prevalence of network technology </li></ul><ul><li>highly effect in place marketing </li></ul>
  7. 7. Literature Review <ul><li>photography and tourism </li></ul><ul><li>the Internet marketing on tourism </li></ul><ul><li>AIDA model </li></ul>
  8. 8. Photography and Tourism <ul><li>Photographic images of places and attractions help form expectations regarding tours during the pre-travel stage. </li></ul><ul><li>(Markwell, 1997) </li></ul>
  9. 9. Internet marketing on tourism <ul><li>The information-intensive nature of the tourism industry suggests an important role for the Internet and Web technology in destination promotion and marketing. </li></ul><ul><li>(Doolin et al., 2002) </li></ul>
  10. 10. AIDA model A ttention I nterest D esire A ction
  11. 11. Method classified by AIDA in the field of consumer behavior Data analysis 301 messages Quantity of the collection from July 1st to November 2nd in 2003 Period from the message board of Justin's website Data collection
  12. 12. Result <ul><li>Frequency Percentage </li></ul><ul><li>Attention 134 44.5 </li></ul><ul><li>Interest 30 10.0 </li></ul><ul><li>Desire 118 39.2 </li></ul><ul><li>Action 19 6.3 </li></ul><ul><li>Total 301 100 </li></ul>
  13. 13. Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA-- Attention </li></ul><ul><li>Categorized messages Frequency Percentage </li></ul><ul><li>Praise for works and be touched 67 22.3 Thank for sharing 18 6.0 Recollect former Greek tour 14 4.6 Share websites discussing Greece 1 0.3 Question about the camera 3 1.0 Make a comment out of personal feeling 14 4.6 Others 17 5.7 </li></ul><ul><li>Subtotal 134 44.5 </li></ul>
  14. 14. Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA-- Interest </li></ul><ul><li>Categorized messages Frequency Percentage </li></ul><ul><li>Seem to be personally in the scene 20 6.7 Be interested in and like Greece 10 3.3 </li></ul><ul><li>Subtotal 30 10.0 </li></ul>
  15. 15. Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA-- Desire </li></ul><ul><li>Categorized messages Frequency Percentage </li></ul><ul><li>Buy books 47 15.6 Intend to have an independent tour </li></ul><ul><li>and ask questions and details 5 1.7 Dream of visiting 13 4.3 Aspire to visit at once 53 17.6 </li></ul><ul><li>Subtotal 118 39.2 </li></ul>
  16. 16. Categorized messages—Attention, Interest, Desire, Action (AIDA) <ul><li>AIDA-- Action </li></ul><ul><li>Categorized messages Frequency Percentage </li></ul><ul><li>Have visited or plan to visit recently 19 6.3 </li></ul><ul><li>Subtotal 19 6.3 </li></ul>
  17. 17. My research Reference materials: Bed & Breakfast (B&B) blog Quantitative (questionnaires) Method those who habitually surf the blogs Objective The blog marketing: from the consumers’ points of view Topic
  18. 18. Thanks for your attention!

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