Central European Business Review 2023, 12(5):93-116 | DOI: 10.18267/j.cebr.340

Effective Domestic Tourism Advertising Layout: Lithuanian Perspective

Viktorija Grigaliūnaitė ORCID...1, Lina Pilelienė ORCID...2
1 Vytautas Magnus University, Faculty of Economics and Management, Kaunas, Lithuania, viktorija.grigaliunaite@vdu.lt (corresponding author)
2 Vytautas Magnus University, Faculty of Economics and Management, Kaunas, Lithuania, lina.pileliene@vdu.lt

The issue of advertising is widely analysed in relevant literature; however, the emphasis is mainly on its commercial part. Advertising-related aspects in regard to domestic tourist behaviour still lack scholars’ attention. Therefore, outdoor advertising and its possibilities of attracting domestic tourists are under-assessed. The purpose of the study is to determine the effective advertising layouts to be used in static outdoor domestic tourism advertisements. Accordingly, this study contributes to the literature by analysing the peculiarities of static outdoor advertising layouts and determining the most effective compositions of its creative elements. The most appealing advertising layouts are determined. Applying the principles of conjoint analysis, the main elements (i.e., attributes) of the advertising layout are established and composed into profiles, encompassing different element levels. The attributes used in the analysis are “headline position” (4 levels), “picture” (4 levels), “text” (3 levels) and “colour scheme” (4 levels). The results (based on profile rankings) allow determining relative attribute importance and attribute level performance. To verify the results, eye-tracking is performed. The study allows modelling recommended advertising layouts to be used in outdoor advertisements in domestic tourism. 
Implications for Central European audience: Visual elements of tourism advertising are the most important for attracting consumer attention compared to textual ones. The visual elements should contain pictures of people or nature and should use a warm/mixed colour scheme. The headline should be placed in the upper position. The absence of text is the most attractive for consumers. For further research, the effect of different elements of advertising can be analysed, more levels of the same attributes might be included, and different compositions, colour mixing schemes and mediums might be chosen. Replication of the research in other countries or other types of tourism might broaden the researchers’ understanding of the scope.

Keywords: advertising; advertising layout; conjoint analysis; domestic tourism; eye-tracking; outdoor advertising; tourism advertising
JEL classification: L83, M37, Z33

Received: March 20, 2023; Revised: May 17, 2023; Accepted: June 10, 2023; Prepublished online: September 4, 2023; Published: December 18, 2023  Show citation

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Grigaliūnait&#, V., & Pilelien&#, L. (2023). Effective Domestic Tourism Advertising Layout: Lithuanian Perspective. Central European Business Review, 12(5), 93-116. doi: 10.18267/j.cebr.340
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