Australian student reactions to US tourism advertising : a test of advertising as public diplomacy

Fullerton, Jami, Kendrick, Alice, & Kerr, Gayle F. (2009) Australian student reactions to US tourism advertising : a test of advertising as public diplomacy. Place Branding and Public Diplomacy, 5(2), pp. 126-140.

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

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10 citations in Scopus
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ID Code: 30244
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Nation Branding, Brand America, Tourism Advertising
DOI: 10.1057/pb.2009.7
ISSN: 1751-8040
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 Palgrave Macmillan Ltd.
Deposited On: 04 Feb 2010 06:09
Last Modified: 14 Aug 2012 15:22

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