Resumen de An analysis of the effects of cooperative advertising on tourism
William B. McKinney, David Airey, Shoji Iijima
A 2 × 2 factorial experimental design was used to test the effect of cooperative advertising on an individual's propensity to visit an area. Cooperative advertising and co-op programs both refer to advertising communication whose sponsorship and cost are shared by more than one party. The term partner refers to either other cities/towns or various types of business entities. For the tourism industry the main object of co-op programs is to create demand for an area as a tourist destination of choice and demand for local goods/services offered by co-op partners. Results showed that visitor preference for cooperative advertisements increased in situations where advertisements were viewed for low effectiveness, that is, the level of advertising or copy effectiveness/believability was low. This was especially true for historical and average city types. Differences in visiting preferences between business and leisure travelers were not supported by the data. It is suggested that small towns embrace cooperative advertising strategies to help attract tourists.
