Prior experience has been recognized as one of the most important factors affecting travelers' decision making and travel behavior. However, advertising effectiveness research has largely ignored how prior experience differentiates travelers' responses to destination advertising. As such, this study examines the relationship between traveler's experience at the destination, traveler and trip characteristics, and advertising response. The findings of this study clarify these relationships and provide important implications for the improvement of destination advertising response models and, in turn, the design of destination marketing programs.