Country reputation as a moderator of tourism advertising effectiveness

Abstract

This study examines the role that country reputation plays in moderating the effects of tourism advertising for that country as well as attitude toward its government and citizens. A pre/post online study conducted in Australia used the current Brand USA's ‘Land of Dreams’ television commercial as the experimental stimulus. The country reputation scale was factor analyzed to reveal three underlying dimensions – Leadership, Investment, and Culture. Results indicated that Leadership moderated the effectiveness of the tourism ad for interest in travel to the USA as well as for attitude toward the US government.

Keywords::

• tourism advertising
• country reputation
• US
• effects

Additional information

Notes on contributors

Jami Fullerton

Jami Fullerton, Ph.D. is a Professor in the School of Media and Strategic Communications and holds the Peggy Layman Welch Endowed Chair in Strategic Communications at Oklahoma State University - Tulsa. Dr Fullerton's current research program is focused on mediated public diplomacy efforts since 9/11. She has published numerous papers in national and international academic journals, and in books and blogs.

Alice Kendrick

Alice Kendrick, Ph.D. is Professor in the Temerlin Advertising Institute at Southern Methodist University in Dallas, Texas, where she teaches communication research and strategy courses. Her research about branding and public diplomacy, promotional strategies, and higher education has appeared in national and international journals and the trade press.