Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations

Jackson de Souza, Luiz Mendes-Filho and Dimitrios Buhalis
Additional contact information
Jackson de Souza: State University of Bahia (UNEB), Brazil
Luiz Mendes-Filho: Federal University of Rio Grande do Norte (UFRN), Brazil
Dimitrios Buhalis: Bournemouth University, UK

Tourism Economics, 2020, vol. 26, issue 6, 1001-1020

Abstract: 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 promotional campaigns on visitor expenditure, in six trip facets: destination, accommodations, attractions, restaurants, events, and shopping. Independent sample t -tests were conducted to identify any differences in total destination spending among the groups of those visitors influenced for each trip facet. A multiple regression analysis was performed to discriminate the performance of the travel facets expenditures in the estimation of total expenditures. Significant results indicate that the “destination,†“accommodations,†and “restaurants†facets directly influence the total expenditures. Self-planners had the highest variance, explaining in total visitor expenditure compared to the regression analysis results of the other two groups (i.e. travel agencies and online travel agencies). The study also explores how destinations can improve their competitiveness on tourist advertising by using technologies.

Keywords: advertising; competitiveness; DAR model; destinations; technologies (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/1354816619846748 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:26:y:2020:i:6:p:1001-1020

DOI: 10.1177/1354816619846748

Access Statistics for this article

More articles in Tourism Economics
Bibliographic data for series maintained by SAGE Publications ().