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 language | English |
|---|---|
| Pages (from-to) | 1265-1275 |
| Number of pages | 11 |
| Journal | Service Industries Journal |
| Volume | 28 |
| Issue number | 9 |
| DOIs | |
| Publication status | Published - 2008 Dec 17 |
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Keywords
- Endorser advertising
- Front-line employee
- Gender
- Group package tour
ASJC Scopus subject areas
- Strategy and Management
- Management of Technology and Innovation
Cite this
Female tour leaders as advertising endorsers. / Lin, Chin Tsai; Wang, Kuo Ching; Chen, Wen Yu.
In: Service Industries Journal, Vol. 28, No. 9, 17.12.2008, p. 1265-1275.Research output: Contribution to journal › Article
}
TY - JOUR
T1 - Female tour leaders as advertising endorsers
AU - Lin, Chin Tsai
AU - Wang, Kuo Ching
AU - Chen, Wen Yu
PY - 2008/12/17
Y1 - 2008/12/17
N2 - 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.
AB - 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.
KW - Endorser advertising
KW - Front-line employee
KW - Gender
KW - Group package tour
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UR - http://www.scopus.com/inward/citedby.url?scp=57549090392&partnerID=8YFLogxK
U2 - 10.1080/02642060802230239
DO - 10.1080/02642060802230239
M3 - Article
AN - SCOPUS:57549090392
VL - 28
SP - 1265
EP - 1275
JO - Service Industries Journal
JF - Service Industries Journal
SN - 0264-2069
IS - 9
ER -