DETERMINING THE LINK BETWEEN THE DEGREE OF AWARENESS ON TOURISM MARKETING SLOGAN AND THE LENGTH OF STAY AND TRAVEL BUDGET OF TOURISTS USING THE ASIAN BAROMETER SURVEY
John Paolo R. Rivera, Ph.D.
Eylla Laire M.Gutierrez
Tourism remains a vital industry in advancing growth and development among economies, whereby tourism marketing initiatives have become a dominant technique to realize a destination’s full potential. We consider both length of stay and travel budget of young tourists to understand the role of tourism marketing initiatives of destinations. Using ordered probit on the Asian Barometer Survey, the degree of awareness of a country brand, and demographic values, specifically age, sex, marital status, and educational attainment have shown varying relationships with the length of stay and travel budget. These findings have implications in developing effective tourism marketing initiatives.
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