Examining Belief Attitude and Effectiveness Relations on Banner Advertising of Thai Online Travel Agencies

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Kamonthat Nualanan


This empirical research examined the effects of Thai online travel agencies’ banner advertising belief factors on inbound tourists’ attitude toward banner advertising and the effects of inbound tourists’ attitude toward banner advertising on banner advertising effectiveness. The study focused on inbound tourists. The convenience sampling technique was applied. This study employed a questionnaire survey to collect data. The results of structural equation modeling could partially confirm the belief-attitude-effectiveness relations for Thai online travel agencies’ banner advertising from the perspective on inbound tourists. The empirical results from this study indicated that the features and contents of banner advertising in terms of hedonic/pleasure, credibility, social role and image, good for economy and interactivity could lead to favorable attitude toward banner advertising while the irritation feature of banner advertising could create unfavorable attitude toward banner advertising. Furthermore, favorable attitude toward banner advertising was likely to increase effectiveness of banner advertising. The empirical study provided evidence of the direct relationships between attitude toward banner advertising and purchase intention (β = 0.74) and evidence of banner advertising effectiveness and purchase intention (β = 0.70). This study suggested guidelines to develop banner advertising for effective online advertising tasks to drive business survival in the international tourism marketplace.



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Kamonthat Nualanan

Integrated Tourism Management, Graduate School of Tourism Management, National Institute of Development Administration (NIDA)


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