Female tour leaders as advertising endorsers

Chin Tsai Lin, Kuo Ching Wang, Wen Yu Chen

Research output: Contribution to journalArticlepeer-review

23 Citations (Scopus)

Abstract

In the Pan-Asia domain, especially Taiwan, Japan, South Korea, and the most effectively emerging power house, China, group package tours (GPTs) have been considered as an indispensable gadget for overseas vacationing tourists. A well-trained senior tour guide is capable of bringing up the GPT by offering an intriguing and entertaining interactive service, and vice versa; the presented research reveals the gender differences in terms of positioning tour leaders as advertising endorsers. Technically, the features and cover letters posed on GPT brochures simply justify the credibility of being a capable and well-organized tour leader; nevertheless, female tour leaders seem to be far more satisfying when it comes to satisfying the needs of consumers. In the meantime, there are 440 samples closely examined through the methodology of 'post-test-only control group experimental design', which discloses the ground-breaking mystery of why female tour leaders are more favorable than males. Significantly, the updated developing research is able to provide a cost-effective and target-oriented marketing information for any multinational Tourism Bureaus and travel agencies.

Original languageEnglish
Pages (from-to)1265-1275
Number of pages11
JournalService Industries Journal
Volume28
Issue number9
DOIs
Publication statusPublished - 2008 Dec 17

Keywords

  • Endorser advertising
  • Front-line employee
  • Gender
  • Group package tour

ASJC Scopus subject areas

  • Strategy and Management
  • Management of Technology and Innovation

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