Microsoft Word 2007 ichrie conference Proceedings Final-Final 06-06-07. doc

Table 2 
 Perceived Usefulness of Communication Channels 
CVBs (n = 245) 
MP (n = 226) 
Communication Channel 
Mean (Ranking) 
 
t 
Fax 
1.46 (5) 
1.75 (5) 
-2.62** 
Traditional mail 
2.44 (4) 1.92 
(4) 
5.46** 
e-mail 
3.27 (2) 
3.43 (1) 
-1.98* 
Internet Messenger 
1.43 (6) 
1.35 (6) 
0.58 
Telephone 
3.30 (1) 
2.88 (3) 
4.30** 
WWW 
3.11 (3) 
2.89 (2) 
2.16* 
Measured on a 5-point Likert-type scale: Not useful (1), somewhat useful (2), useful (3), very useful (4). 
*p < 0.05, **p < 0.01 
The next phase of channel comparison was about channel usage and perception of usefulness of each 
advertising channel. Except for trade magazines and CVB Websites, all channels showed statistically significantly 
differences for channel usage by chi-square tests (H2 was supported). In terms of perceived advertising effects, CVB 
respondents’ perceptions of virtually all channels were higher than meeting planners’ scores (H3 was supported) 
(see Table 3). It can reasonably be assumed that CVBs as advertisers or advertising sponsors are more likely to 
perceive ads effects in a more positive way. A critical point of the result is that there is no significant difference for 
CVB Websites and trade magazines in terms of general usage. Moreover, CVB Websites were the most used 
communication channel by the two groups. Additionally, both groups perceived CVB Websites to be more useful 
than other channels.