The Effect of Individual Characteristics of Ad Creators in Creation of Creative Advertising For Tourism Industry

Purpose. the aim of this research is to investigate the effectiveness of individual characteristics of ad creators, self-perceptions of ad creators, and creative output in tourism industry advertising. therefore, the main purpose of this article is to study the personal characteristics of ad creators in creation of creative advertising for tourism industry. design/methodology/approach. according to conceptual model, this research has three indexes that effect on creative process, which consequently effect on creative output (advertising). these indexes include; individual characteristics of ad creator, self-perceptions of ad creators, and creative output. this is a correlative- descriptive research, which has been done through census. data gathering is done through library researches and questionnaires. theoretical framework is based on literature review of research subject and the gap that was identified during literature review. findings. results show that among the main individual characteristics of ad creators, the most important characteristics are; personality, cognitive ability, experience, knowledge, and cognitive style that all together have positive effect on self-perceptions of ad creators, which finally leads to creation of a creative output. these findings are in line with findings of klebba & tierney (1995) and morgan; n. pitchard (2000). results also show that, intrinsic motivation is not an effective characteristic of ad creators for creating creative advertising in tourism industry, which is not in line with findings of klebba & tierney (1995).

The effect of individual characteristics of ad creators in creation of creative advertising for tourism industry

Purpose. The aim of this research is to investigate the effectiveness of individual characteristics of ad creators, self-perceptions of ad creators, and creative output in tourism industry advertising. Therefore, the main purpose of this article is to study the personal characteristics of ad creators in creation of creative advertising for tourism industry. Design/methodology/approach. According to conceptual model, this research has three indexes that effect on creative process, which consequently effect on creative output (advertising). These indexes include; individual characteristics of ad creator, self-perceptions of ad creators, and creative output. This is a correlative- descriptive research, which has been done through census. Data gathering is done through library researches and questionnaires. Theoretical framework is based on literature review of research subject and the gap that was identified during literature review. Findings. Results show that among the main individual characteristics of ad creators, the most important characteristics are; personality, cognitive ability, experience, knowledge, and cognitive style that all together have positive effect on self-perceptions of ad creators, which finally leads to creation of a creative output. These findings are in line with findings of Klebba & Tierney (1995) and Morgan; N. Pitchard (2000). Results also show that, intrinsic motivation is not an effective characteristic of ad creators for creating creative advertising in tourism industry, which is not in line with findings of Klebba & Tierney (1995).