Using an online one-group pretest-post-test survey on marketing videos to examine perceptions and destination choices in international tourism marketing / Nichole Hugo.

Format:

Book

Author/Creator:

Hugo, Nichole, author.

Language:

English

Subjects (All):

Internet surveys--Case studies.

Internet surveys.

Tourism--Marketing--Case studies.

Tourism.

Physical Description:

1 online resource

Place of Publication:

London : SAGE Publications Ltd, 2026.

Summary:

This Case Study looks at how a one-group pretest-post-test online survey design can be used to see whether marketing videos actually change how people think about international travel destinations. The research focused on American participants who watched a short promotional video about one of three developing countries and then answered questions before and after to see if their views had changed. The goal was to find out whether videos could help improve how these destinations are perceived, especially when they aren't well known to tourists.The study was done entirely online, which made it convenient but also came with its own set of challenges, such as making sure that people stayed engaged through the whole survey, troubleshooting issues with videos not loading properly on different devices, and trying to get a diverse enough group of participants just through social media.This case offers a real-world look at the ups and downs of using a one-group pretest-post-test online survey design. It walks you through what worked, what didn't, and what to think about when planning a digital survey that includes media content. You'll also see how travel preferences (such as whether someone prefers familiar places or new adventures) can affect how people respond to marketing. Overall, this case is a useful example of how to design and manage perception-based studies online, especially if you're working with limited time or resources.

Notes:

Description based on XML content.

ISBN:

1-03-624369-9

9781036243692

OCLC:

1565875948

Publisher Number:

T300894