%0 Journal Article
%T How a 3D Tour Itinerary Promotion Affect Consumers¡¯ Intention to Purchase a Tour Product?
%A Hsi-Tien Chen
%A Ting-Wei Lin
%J Information Technology Journal
%D 2012
%I Asian Network for Scientific Information
%X 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.
%K tour itinerary promotion
%K google earth
%K behavioral intentions
%K Experience marketing
%K customer satisfaction
%U http://docsdrive.com/pdfs/ansinet/itj/2012/1357-1368.pdf