Australian student reactions to U.S. tourism advertising : a test of advertising as public diplomacy

Fullerton, Jami, Kendrick, Alice, & Kerr, Gayle F. (2009) Australian student reactions to U.S. tourism advertising : a test of advertising as public diplomacy. In Proceedings of 2009 American Academy of Advertising Asia-Pacific Conference, American Academy of Advertising , Beijing.

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A study among Australian college students gauged their reactions to a television commercial produced for the U.S. Commerce Department to bolster sagging tourism numbers among international visitors. In addition to using traditional measures applied to tourism advertisements, the student also concluded items to measure attitudes toward the U.S. government and its people Pre- and post-viewing results indicated that while the Hollywood-movie-themed commercial was not well received by the Australian students as a tourism message, it did result in more favorable attitudes toward the U.S. government, though not the U.S. people. The findings lend partial support for the potential of tourism advertising efforts to exert a "bleed-over effect" in terms of their contributions to overall attitudes toward a country, regardless of whether viewers plan to visit the country whose travel advertisements they see.

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ID Code: 30241
Item Type: Conference Paper
Refereed: Yes
Keywords: Nation Branding, Brand America, Tourism Advertising
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 [please consult the authors]
Deposited On: 04 Feb 2010 22:16
Last Modified: 10 Aug 2011 15:09

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