publication . Article . 2011

Online Advertising in the Tourism Industry and its Impact on Consumers: A Study to Investigate Online Advertising Tools, the Degree of Usage and Customer Preferences

Saß, Juliane;
Open Access English
  • Published: 01 Dec 2011
  • Publisher: Escola Superior de Gestão, Hotelaria e Turismo da Universidade do Algarve
The study depicts the various tools of online advertising and their effects on customers, in particular tourists to the Algarve region in Portugal. The purpose of this study is to find out about the degree of Internet usage of travelers and tourists as well as their preferences in online advertising. Furthermore, modern online marketing methods are researched and compared in order to find the most successful ones. Current trends and most effective online advertising methods are researched through secondary literature, a personal interview with the marketing & sales manager of the ROBINSON Club Quinta da Ria in Portugal and a survey. Altogether 248 tourists were ...
free text keywords: Online Advertising, Tourism, Search Marketing, Interactive Advertising, Viral Marketing, E-Mail, Banner, Internet, Publicidade Online, Turismo, Marketing de Busca, Publicidade Interativa, Marketing Viral
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