Joint brand advertising for emerging heritage sites

Ali Selcuk Can*, Yuksel Ekinci, Giovanni Pino

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

Original languageEnglish
Article number103294
Number of pages16
JournalAnnals of Tourism Research
Early online date19 Aug 2021
Publication statusPublished - 1 Nov 2021


  • Behavioural intentions
  • Brand credibility
  • Brand familiarity
  • Click through behaviour
  • Emerging heritage site
  • Joint brand advertising


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