Authors : Do Ngoc Bich and Pham Thi Lien
Abstract: This study attempts examine the influences of destination trailer on customer’s attitude. By applying the theory of Internet advertising, researchers in order to investigate the antecedents and the consequences of destination trailers to conclude some implications for marketing destination. The quantitative research method was applied in this study. All 198 samples were chosen from popular travel forums and questionnaires were collected from several travel forums in Vietnam and in the UK such as Lonely planet and Backpacking. As results, three variables, namely useful information, entertainment and source credibility are proved to have a positive impact on the consumer’s attitude, purchase/visit intention and sharing intention as a consequence. This study is hoped to contribute to the literature of consumer behavior and e-Marketing. It also suggests another marketing tactic for online branders and marketers regarding destination branding.
Do Ngoc Bich and Pham Thi Lien, 2017. Customer’s Attitude Towards Destination Trailer on Social Media: An Investigation of Antecedents, Consequences and Marketing Implications. Research Journal of Applied Sciences, 12: 392-400.