Journal article
Measuring the Returns to Tourism Advertising
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 …
Authors
Butterfield DW; Deal KR; Kubursi AA
Journal
Journal of Travel Research, Vol. 37, No. 1, pp. 12–20
Publisher
SAGE Publications
Publication Date
August 1998
DOI
10.1177/004728759803700102
ISSN
0047-2875