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.
|Number of pages||16|
|Journal||Annals of Tourism Research|
|Early online date||19 Aug 2021|
|Publication status||Published - 1 Nov 2021|
- Behavioural intentions
- Brand credibility
- Brand familiarity
- Click through behaviour
- Emerging heritage site
- Joint brand advertising
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Dataset for 'Joint brand advertising for emerging heritage sites'.
Can, S. (Creator), University of Portsmouth, 21 Oct 2021
Empirical support for the common practise of joint brand advertising in tourism.
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