As a result, we would like to focus this study on various factors that can be used by advertisers to create affinity with a certain audience. We would, therefore, have expected marketers to have used this knowledge to make sure their advertisements (ads) contain these factors in order to increase the audience's affinity for their destination. This lack of research concentrating on the advertisers’ side is surprising in light of previous empirical studies that identified factors causing an affinity between a certain target audience and destinations ( Souiden et al. Most studies on affinity were demand-driven, and rarely discussed the supply side for marketers/advertisers and what they should do to create the desired affinity ( Asseraf/Shoham 2017 Kim/Lehto 2013 Souiden et al. While audience affinity towards a particular destination has been widely researched, there is little research or theoretical framework regarding advertisers’ efforts to create affinity between a destination and a specific target audience ( Asseraf/Shoham 2017 Kim/Lehto 2013).

The process by which visitors choose a particular destination consists of factors related to the tourist's personality and his/her preferences as well as to the destination's characteristics, including location, type of tourism and cost ( Asseraf/Shoham 2017 Souiden et al.

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