Measuring Returns on Hong Kong's Tourism Marketing Expenditure

Hanqin Qiu Zhang, Nada Kulendran and Haiyan Song
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Hanqin Qiu Zhang: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR, China
Nada Kulendran: Centre for Tourism and Services Research, School of Economics and Finance and Faculty of Business and Law, Victoria University, PO Box 14428, MCMC Melbourne, Victoria 8001, Australia
Haiyan Song: School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR, China

Tourism Economics, 2010, vol. 16, issue 4, 853-865

Abstract: The objective of this study is to estimate the per dollar return on tourism marketing expenditure by the Hong Kong Tourism Board in major tourism markets, based on the dynamic modelling approach and cost-effectiveness ratios. The study finds that the estimated cost-effectiveness ratios for the major inbound tourism markets of Australia, China, the USA, the UK, South Korea and Singapore are positive, and that the estimated per dollar returns on tourism marketing expenditure are 9.5:1, 15:1, 2.5:1, 2.8:1, 7.2:1 and 8.7:1, respectively. The results suggest that in order to increase the tourist receipts from these markets, it is necessary to develop different and specific marketing strategies to attract tourists from each market.

Keywords: tourism promotion; inbound tourism; dynamic models; cost-effectiveness ratio; Hong Kong (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:16:y:2010:i:4:p:853-865

DOI: 10.5367/te.2010/0002

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