Study On The Effect Evaluation Of Tourism Advertisement In Changsha Newspaper

Because tourism product are intangible, perishable and untransferable and purchase behavior of tourists is flexible, scenic areas and tourism enterprises have to convey all of their information to each tourist. Therefore, scenic areas and tourism enterprises consider commercials or ads in all kinds of mass medias and tourism trade shows as the major means of promotion. Newspaper plays a quite important role in tourism ads.In the circumstance of great competition among tourism enterprises, the tourism ads not only focus on the promotion of the tourism products but also have to compete with those ads from their rivals. Newspaper ads of tourism should pay more attention to the promotion of tourism ads effects, try to change the purchase behavior of tourists, establish image and business credi to the enterprises, help the enterprises to earn competitive edge and implement promotion strategy in high quality.The newspaper ads effects of tourism should be greatly enhanced.The focal point of competition should be transferred from quantity to effects.Tourism promotion activities are based on the rational and impersonal assessment of newspaper ads effects of tourism.By reviewing the literatures of international and domestic research on tourism ads effect assessment, the object of this paper is to study the newspaper of tourism ads assessing model and index syste, to evaluate its effects.Based on the Questionnaires,the paper choosed two kinds of typical newspapers in Chang Sha which are Morning Herald and Chang Sha Evening Newspaper as objectives.It classified the tourism ads in newspaper into four types,including the ads for scenic areas, the ads for travel agency,the ads for hotels and the ads for aviation ticket clerk. According to the theory of advertisement and psychology, the tourism ads effects can be classified into eeonomic, psychological and social effects. This paper establishes an effect assessing model and adjusts indexes of the model according to the data process results through factor analysis, importance analysis and analysis of variances which are supported by SPSS.The indexes are classified by their importance. The indexes are used to evaluate the effects of four types of tourism ads.in newspaper.Finally,the paper carries out suggestions on the layout and content of the tourism ads in newspaper and how to promote the effects of tourism ads in newspaper just in order to give a reference to all the tourism enterprises.