PolyU Study Finds Information Given Critical to Selling Travel through Television
The successful sale of travel products on TV shopping channels benefits from the emotional connection established with and depth of information presented to the viewer, according to Professor Brian King of the School of Hotel and Tourism Management (SHTM) at The Hong Kong Polytechnic University and co-authors in a recently published article. Drawing on the concepts of "information transportation" and "information richness", the researchers show that viewers presented with the right types of information are likely to perceive purchasing a travel product on TV as less risky than they otherwise would have, and thus be more likely to actually purchase the product. Their findings, the researchers argue, provide "a starting point to understand consumers' purchase intentions for travel products in non-store retailing".