Measuring the Returns to Tourism Advertising Journal Articles

abstract

• 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 number of visits were converted into changes in tourist expenditures, based on data on actual visits and expenditures. The results suggest that the returns to the advertising campaign were significant. A number of important weaknesses in the implementation are identified, together with the data that would be required to strengthen the estimates.

authors

• Butterfield, David W
• Deal, Kenneth R
• Kubursi, Atif

status

• published 

publication date

• August 1998

has subject area

• 1504 Commercial Services (FoR)
• 1505 Marketing (FoR)
• 1506 Tourism (FoR)
• Sport, Leisure & Tourism (Science Metrix)

published in

• Journal of Travel Research  Journal

keywords

• 35 Commerce, Management, Tourism and Services
• 3504 Commercial Services
• 3506 Marketing
• 3508 Tourism

Digital Object Identifier (DOI)

• 10.1177/004728759803700102

start page

• 12

end page

• 20

volume

• 37

issue

• 1