Measuring the Returns to Tourism Advertising

@article{Butterfield1998MeasuringTR,
  title={Measuring the Returns to Tourism Advertising},
  author={David. Butterfield and Kenneth R. Deal and Atif A. Kubursi},
  journal={Journal of Travel Research},
  year={1998},
  volume={37},
  pages={12 - 20}
}
A framework for estimating the impact of tourism adver tising on tourist spending is developed and implemented for the 1987-88 Ontario Incredible advertising campaign. Tour ism advertising was first linked to changes in awareness of and attitudes toward the target destination based on adver tising tracking data. Second, the changes in awareness and attitudes were linked to changes in the number of visits, based on LISREL and econometric analysis of the tracking data. Finally, changes in the… 

Figures and Tables from this paper

Modeling Tourism Advertising Effectiveness
This study builds on previous research on the impact of tourism advertising and argues that there are a number of likely routes through which tourism advertising influences destination choice. Data
Measuring Destination Marketing
Conversion studies are a standard technique by which marketers evaluate advertisement effectiveness. A review of the tourism literature finds that advertising conversion studies use a number of
Evaluating the effects of an online marketing program: The case of Mexico’s national tourism promotion board
ABSTRACT Given some of the limitations of survey-based methodologies to assess tourism advertising and promotional programs, the objective of this research is to evaluate the effectiveness of
Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations
This study focuses on the evaluation of the tourist destination advertising effectiveness. The destination advertising response DAR model was used to analyze data on the effectiveness of destination
Advertising and Tourist Arrivals: Evidence from Jamaica
The major tourist generating countries for Jamaica's tourism industry were the most heavily hit by the global financial crisis. With home foreclosure and job losses on the rise in these supplier
Insights on the Consumer Response Towards the Malaysia Mega Sale
The Malaysia Mega Sale is both a tourism campaign and a sales campaign. This is a unique event in that it results in a merging of two different but interrelated economic activities in one campaign:
A Multi-Criteria Approach to Destination Benchmarking
SUMMARY This paper introduces Data Envelopment Analysis (DEA) for the evaluation of inefficiencies in tourism advertising programs and the identification of optimal comparison partners for
Measuring the economic effectiveness of place advertising in China
The economic effectiveness of place advertising is a valuable inquiry for both policy makers and marketers. Our study aims to answer the research question of whether or not a significant and
Are State Expenditures to Promote Tourism Effective?
Our focus is the effect of public spending to promote tourism on tourism growth and broader economic growth among U.S. states. We estimate a series of regression models using a panel of state-level
...
...

References

SHOWING 1-10 OF 46 REFERENCES
An Alternative to Conversion Studies For Measuring the Impact of Travel Ads
Research on the effectiveness of tourism advertising has relied on conversion studies, an attempt to ascertain how many inquirers from travel ads are converted into visitors. In spite of the
Econometric study of British tourist expenditure in Ireland
THE amount of research devoted to tourism is: not commensurate with its economic importance. The reasons for this scarcity of research are numerous and mostly concern the inherent difficulties of the
International Travel to the United States: An Econometric Evaluation. Peter D. Loeb. Annals of Tourism Research, vol. 9, no. 1, 1982, pp. 7-20. Pergamon Press, Inc., Maxwell House, Fairview Park, Elmsford, New York 10523. $55 annual subscription
  • Economics
  • 1983
International Travel to the United States: An Econometric Evaluation. Peter D. Loeb. Annals of Tourism Research, vol. 9, no. 1, 1982, pp. 7-20. Pergamon Press, Inc., Maxwell House, Fairview Park,
Is Gasoline Advertising Justified
Competition in the gasoline retail market has increased considerably in the last few years, and the petroleum industry is spending larger amounts on advertising. This situation prevails in the
Economies of Scale in Advertising Beer and Cigarettes
The existence of economies of scale in advertising expenditures is usually regarded as a major contributor to the size distribution of firms in several industries. These economies can result from two
An econometric comparison of uk and german foreign holiday behaviour
Econometric models which explain the generation and distribution of foreign holidays undertaken by UK and German residents are constructed and estimated. These comprise the basic model, a less
...
...