Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/16056
Title: Which endorser and content are most influential in Korean restaurant promotions?
Authors: Kim, S 
Wang, KC
Ahn, TH
Keywords: Endorser
Brochure
Advertisement
Restaurant
Issue Date: 2013
Publisher: Pergamon Press
Source: International journal of hospitality management, 2013, v. 33, p. 208-218 How to cite?
Journal: International journal of hospitality management 
Abstract: This study explored the influence of advertising brochures that feature endorsers and informational content for a restaurant located in a highly competitive district of Seoul, Korea, that primarily targets foreign tourists. The study examined the effects of three types of endorsers (customer, chef, and owner) on the responses of Japanese tourists. A total of 300 questionnaires were collected from Japanese tourists after personal interviews were conducted at locations in Seoul frequently visited by Japanese tourists. Of the three types of advertisement endorsements tested for Japanese tourists' attitudinal responses and purchase intentions, the owner spokesperson was found to be the most effective endorser. However, the chef endorsement and the customer endorsement showed similar influences on the Japanese tourists' attitudinal or behavioral responses. Among the four brochure treatments that tested the effects of resumes and photos, brochures that included both a resume and a photo were found to be the most effective, followed by brochures that only included a photo and brochures that only included a resume. In contrast, the group of brochures that included neither a resume nor a photo was found to be the least influential.
URI: http://hdl.handle.net/10397/16056
ISSN: 0278-4319
EISSN: 1873-4693
DOI: 10.1016/j.ijhm.2012.08.005
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