Chinese ecotourists' responses to Western Australian ecotourism advertisements

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.