Mobile in-app advertising for tourism: A case study


Lim, Tek Yong and Tan, Teck Lun and Jnr Nwonwu, Geoffrey Emeka (2013) Mobile in-app advertising for tourism: A case study. In: HCI International 2013 - Posters’ Extended Abstracts. Communications in Computer and Information Science (373). Springer Berlin Heidelberg, pp. 695-699. ISBN 978-3-642-39472-0

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A successful tourism advertisement can attract tourists to a certain country. This paper explored the effective ways of incorporating ads in mobile app for tourism industry. My Travel Malaysia was selected as a case study. A mobile advertising guideline was used for creation of mobile in-app banner ad. A mobile app prototype was developed and embedded with four different ads. A usability testing was carried out with ten participants and all were asked to find a particular hotel room rate. The results revealed that participants were able to recall images banner ad compare to text banner ad but they were also more likely to perceive large image banner ad as app content. However, all participants did not click on these banner ads because not relevant to their tasks.

Item Type: Book Section
Additional Information: Book Subtitle: International Conference, HCI International 2013, Las Vegas, NV, USA, July 21-26, 2013, Proceedings, Part I
Subjects: Q Science > QA Mathematics > QA71-90 Instruments and machines > QA75.5-76.95 Electronic computers. Computer science
Divisions: Faculty of Computing and Informatics (FCI)
Depositing User: Ms Suzilawati Abu Samah
Date Deposited: 20 Feb 2014 01:49
Last Modified: 20 Feb 2014 01:49


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