Chinese ecotourists' responses to Western Australian ecotourism advertisements

Yunbo Wei

Research output: Thesis › Master's Thesis

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Abstract

China's outbound tourism growth provides real opportunities for tourism marketers, especially ecotourism destinations, such as those in Western Australia, which has such ecotourism resources. Understanding the impact advertising comprehension has on ecotourists' attitudes toward advertisements is especially important, but not often studied in ecotourism contexts. This led to the present study, which found the effect comprehension had on attitude depended on the way comprehension was measured and that this needs to be considered when developing advertisements. The study provided a more complete picture of comprehension's role in ecotourism advertisement processing and suggested a number of important managerial recommendations.
Original languageEnglish
QualificationMasters
Awarding Institution
  • The University of Western Australia
Award date7 Dec 2018
DOIs
Publication statusUnpublished - 2018

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Ecotourism
Tourism
Western Australia
Destination
China
Resources
Marketers

Cite this

Wei, Yunbo. / Chinese ecotourists' responses to Western Australian ecotourism advertisements. 2018.
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Wei, Y 2018, 'Chinese ecotourists' responses to Western Australian ecotourism advertisements', Masters, The University of Western Australia. https://doi.org/10.26182/5c3545d799c83

Chinese ecotourists' responses to Western Australian ecotourism advertisements. / Wei, Yunbo.

2018.

Research output: Thesis › Master's Thesis

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AB - China's outbound tourism growth provides real opportunities for tourism marketers, especially ecotourism destinations, such as those in Western Australia, which has such ecotourism resources. Understanding the impact advertising comprehension has on ecotourists' attitudes toward advertisements is especially important, but not often studied in ecotourism contexts. This led to the present study, which found the effect comprehension had on attitude depended on the way comprehension was measured and that this needs to be considered when developing advertisements. The study provided a more complete picture of comprehension's role in ecotourism advertisement processing and suggested a number of important managerial recommendations.

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Wei Y. Chinese ecotourists' responses to Western Australian ecotourism advertisements. 2018. https://doi.org/10.26182/5c3545d799c83

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  • THESIS - MASTER BY RESEARCH - YUNBO Wei - 2018

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