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Information Technology Journal
  Year: 2012 | Volume: 11 | Issue: 10 | Page No.: 1357-1368
DOI: 10.3923/itj.2012.1357.1368
 
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How a 3D Tour Itinerary Promotion Affect Consumers’ Intention to Purchase a Tour Product?

Hsi-Tien Chen and Ting-Wei Lin

Abstract:
The past research paid less attention to three-dimensional tour itinerary promotion produced by Google Earth. This study aims to compare the performance (experiential marketing, customer satisfaction and behavioral intentions) between two-dimensional and three-dimensional tour itinerary promotion and prove the value of three-dimensional tour itinerary promotion. At the same time, to understand the respondents’ behavioral intentions after viewing a three-dimensional google earth tour promotion video, the relationships between experiential marketing, customer satisfaction and behavioral intentions are verified. The results showed three-dimensional tour itinerary promotion is better than two-dimensional tour itinerary promotion in the perception of experiential marketing, customer satisfaction and behavioral intentions. Additionally, it demonstrated that experience marketing of three-dimensional tour promotion has a direct and positive affect on behavioral intentions to purchase or recommend a tour product. Also, it was proved that customer satisfaction of three-dimensional tour promotion has a direct and positive affect on behavioral intentions. Conclusions are then drawn and suggestions for future research are offered.
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How to cite this article:

Hsi-Tien Chen and Ting-Wei Lin, 2012. How a 3D Tour Itinerary Promotion Affect Consumers’ Intention to Purchase a Tour Product?. Information Technology Journal, 11: 1357-1368.

DOI: 10.3923/itj.2012.1357.1368

URL: https://scialert.net/abstract/?doi=itj.2012.1357.1368

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