Evaluation Model, Based On The Audience's Tourism Advertising Effectiveness

Because tourism products are intangible, perishable and untransferable and purchase behavior of tourists is flexible, tourism destinations and tourism enterprises have to convey all the information of destinations or scenic area to each tourist. Therefore, destinations and tourism enterprises consider commercials or ads in all kinds mass medias and tourism trade shows as the major means of promotion. In the circumstance of great competition among tourism enterprises, the tourism ads not only focus on the promotion of the tourism products but also have to compete with those ads from their rivals. Tourism ads should pay more attention to the promotion effects, try to change the purchase behavior of tourists, establish image and business credit of the enterprise, help the enterprise to earn competitive edge and implement promotion strategy in high quality. The effects of tourism ads should be greatly enhanced. The focal point of competition should be transferred from quantity to effects.Tourism promotion activities are based on the rational and impersonal assessment of tourism ads effects. By reviewing the literatures of international and domestic research on tourism ads effects assessment, the object of this paper is to study the deference of using the tourism ads assessing model and index system, which are based on the information receivers, to evaluate the effects of two types of tourism ads. With the analysis of tourism, tourism products and image advertisements, tourism ads are divided into two types-tourism products ads and tourism image ads. According to the theory of advertisement and psychology, the tourism ads effects can be classified into economic, psychological and social effects. This paper establish an effects assessing model and adjusts indexes of the model according to the data process results through factor analysis, importance analysis and analysis of variances which are supported by SPSS. The indexes are classified by their importance. When the indexes are used to evaluate the effects of two types of tourism ads, the difference is not significant at assessing the psychological effects. However, the difference is significant at assessing the economic and social effects. With the case study of Hangzhou tourism image ads produced by CCTV, entropy double-base-point approach is used to assess the social effects of tourism ad.