AN INVESTIGATION INTO THE INFLUENCE OF ONLINE ADVERTISING ON CONSUMERS PREFERENCE FOR TOURISM PRODUCTS (A STUDY OF SELECTED HOTELS IN OSHIMILI SOUTH –DELTA STATE)

Andrew Iweka

Abstract


The study examined the influence of online advertising on perceived preference behaviour for tourism products. The research used descriptive study that adopted online survey using 204 copies of well structured, closed ended questionnaire of 5-point Likert scale to illicit responses. The unit of the population consisted of staff and tourists of selected Hotels in Oshimili South, Delta State. The data were analysed with the help of Pearson product moment correlation to determine the relationship existing among variables.. The results indicate that there is a strong relationship between perceived value of online interaction and online behaviour. It further showed that there is a strong influence of level of technology expertise and online perceived behaviour of tourism products. There is a moderate correlation between goal impediments and online perceived behaviour toward tourism products.. There is also a strong correlation between availability of broadband internet connection and online perceived behavior. Even ease of access to computer relates to perceived behaviour of tourism product. It however concluded that the study, online advertising has strong influence on consumer preference for tourism product.


Full Text:

PDF

References


Aqsa,M.& Kartini, D.(2015) Impact of online Advertising on consumer attitudes and interests buy online ( Survey on students of internet users in Makassar ) International journal of scientific and Technology Research: Volume 4, issue 4, pp230-236

Huang,Z& Li, W(2016)The research of influence factors of online Behavioral advertising Avoidance; American journal of industrial and business Management, volume 6 pp947- 957

Iweama, V. O;Iweka,A.N.;& Alfa, H.(2018)Effects of online advertising on consumer buying Behaviour;( A study of Nigeria Police Academy Cadets ; International Journal of Economics and management Science, Volume 4 No 1, pp75-91

Diehl,S. Mueller,B;&Terlutter ,R(2008)Consumer responses towards Non-prescription and prescription drugs advertising in the US and Germany: International journal of advertising 27 No 1 pp99-131

Zhah, H.M..& Chen,X(2010) Adverting wounds , Public Relations cure :corporate social responsibility perspective in china ;International Journal of Business and social science ;Volume1 ,No 3;Pp137-252

Saravana,M.& Saitha, S.(2016) Consumer perception towards online advertisement; International Research Journal of Engineeringand Technology, Volume 3, issue 11, Pp197-202

Yuping, L.(2015)Integrating consumer preferences into online advertising : Drivers of consumer tendency to engage in online interaction ;https.//www.researchgate.net/ publication

Burns, J. A(2006) Wrigley institute for environmental studies ;https.//0nlinelibraey.wiley


Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Andrew Iweka

 

 

 

 

   

 

Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.