The effects of internet ads on individual customers' hotel preferences: A field research practice in Balıkesir

The rapid penetration of internet usage in societies has been yielded the intenseutilization of internet as a advertising medium by marketing practitioners. Accommodation firms also use internet as an advertising platform to deliver the various ad contents to the consumers. The development of marketing strategies devoting the competitive advantage depends on understanding how these ads influence the hotel preferences of intended target groups. It is however unclear how these effects come through due to the utilization of these constructs in terms of different variables in. Literature findings show that internet ads affect the hotel customers? beliefs, attitudes and purchase behaviours. it is however unclear how these effects come through due to the utilization of these constructs in terms of different variables in the distinct studies. Thus, the purpose of this study is to explain the impact of internet ads on customers? hotel preferences in a complete frame. This study in which AIDA and CAB models were used to form its main frame includes beliefs (Information Content, Enjoyment, Trustworthiness of ads and Ads? Other characteristics), Source Credibility (Both Credibility of Firm and Platform), attitude (General attitude toward Internet Ads and Special Attitude toward Hotels? Internet Ads) and behavioural intentions taken as an influenced variables by internet ads in consumer?s preference process. The paper-pencil questionnaire form and face to face interview method were employed to collect the data from the hotel customers in Balıkesir and its districts. It was found that consumers? attitudes toward hotels? internet ads are negative and they negatively influence consumers? hotel preferences. On the other hand, while the annoyance of internet ads fosters the negativity of attitudes, the other characteristics and information content of same ads reversely influence the regarded negativity. The vperceived enjoyment of ads and the credibility of advertising platform were found to insert positive and direct influence on behavioural intentions instead of on consumer attitudes. Nevertheless, the interrelationship among firm credibility, trustworthiness of internet ads and platform credibility were identified. The theoretical and practical importance of study findings were discussed and the implications of future research were presented at the end of study.Keywords: Advertising, Internet advertising, Credibility, Attitude, Behavior.