Tom Rosendahl

Tourist Attractions and their Marketing Communication: Off the Peg or Tailor-Made?

This research is concerned with marketing communication for tourist attractions. Specifically, off-the-shelf versus tailor-made communication is discussed. Evaluated were 10 popular Norwegian tourist attractions, selected for a study of how to adapt their marketing and marketing communication strategies to international target groups. Do they work satisfactorily, or are there important development issues? A central part of this evaluation is linked to the basis for marketing communication. For instance, is it correct to communicate the same message to all target groups and segments? Or should a message be derived from the uniqueness of an attraction and the distinctive features of a target group?

Ad Element Liking and Its Relationship to Overall Ad Liking

Abstract This study explored differences in affective response content across three cultures and the role of these responses in predicting overall advertising liking. Based on a field survey, subjects from England, Norway and Spain evaluated cosmetic ads on a series of liking scales. Ad content was coded into elements reflecting product- or ad-related affect based on existing theory on ad evaluation criteria and on the theory of central and peripheral routes to persuasion. This study revealed that it might be difficult to achieve sameness in likeability even for international brands and beauty types. However, quite consistently across cultures, the findings suggest that the same affective processes along a peripheral route influence overall liking across cultures. Implications are drawn for future practice and research.

Developing Integrated Market Communication for Tourist Attractions in Norway

Stages of growth models have been used widely in both organizational research and management research. This research presents a stage model for integrated market communication. The four stages are labeled integrated media approach, integrated attraction approach, integrated industry approach, and integrated region approach, respectively. Both academics and practitioners can apply this model to determine both current state as well as direction for future integrated market communication. To support and enable an integrated approach for marketing and marketing communication, appropriate applications of ICT are critically important.

Tourist Attractions in Norway: An Exploratory Study of Market Communication Strategies

Cultural tourist attractions seem to be overshadowed by scenery attractions in Norway. When tourists visited the new Opera in Oslo in the summer of 2008, they walked on the roof and looked out on the Oslo fjord. This research is concerned with market communication for cultural tourist attractions. Specifically, off-the-shelf versus tailor-made communication is discussed. We evaluated ten popular Norwegian tourist attractions, which were selected for a study of how attractions may adapt their marketing and market communication strategies to international target groups.