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Information and Communication Technologies in Tourism 2005 pp 519–530Cite as

Exploring the Use and Measurement of Web Advertising: Korean Perception of U.S. State Tourism Organizations

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Abstract

This article presents a discourse on Web advertising usage in travel and tourism marketing. The Interactive Advertising Model (IAM) is adopted, modified, and tested as a potential tool for evaluating Website advertising effectiveness. The model is tested using data gathered from an independent evaluation by 31 Korean natives on five state U.S. tourism organization Websites. The data are analyzed using confirmatory factor analysis and structural equation modeling techniques. The article concludes with a discussion on the study findings along with recommendations on how state tourism organizations can improve their Website effectiveness.

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Author information

Authors and Affiliations

  1. Department of Hospitality Management, Purdue University, USA

    JungKook Lee & Juline E. Mills

Authors
  1. JungKook Lee
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  2. Juline E. Mills
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Editor information

Editors and Affiliations

  1. School of Business and Enterprise, Queen Margaret University College, Edinburgh, Scotland, UK

    Andrew J. Frew

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© 2005 Springer-Verlag Wien

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Lee, J., Mills, J.E. (2005). Exploring the Use and Measurement of Web Advertising: Korean Perception of U.S. State Tourism Organizations. In: Frew, A.J. (eds) Information and Communication Technologies in Tourism 2005. Springer, Vienna. https://doi.org/10.1007/3-211-27283-6_47

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  • DOI: https://doi.org/10.1007/3-211-27283-6_47

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-211-24148-6

  • Online ISBN: 978-3-211-27283-1

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