Past research suggests that tourism ads should feature attributes which are salient to a target consumer group. That proposition is examined in a three-phase study involving promotion of ocean charters in Oregon. In phase 1, a telephone survey determined the salient attributes of a desirable charter trip. In phase 2, two ads were developed. Both were postcards used in mass mailings, onefeaturing an attribute salient to a largeproportion of a consumer group and one featuring an attribute oflow salience. In phase 3, a mail survey was sent to those seeking further information as a result of receiving the postcard. Results showed that those responding to the highly salient attribute rated that attribute higher than others and had intentions to purchase trips whichfocus on that attribute. Those responding to the low salience attribute rated that attribute high but also rated several other attributes as important. Also, thisgroup had stronger intentions to engage in a trip whichfeatured the high salience attribute. Findings generally offer supportfor attribute-specific advertising.
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