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Evaluating the effects of an online marketing program: The case of Mexico’s national tourism promotion board

Oliver Cruz-Milán and Veysel Avsar ()

Journal of Global Scholars of Marketing Science, 2021, vol. 31, issue 4, 645-662

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 Mexico’s tourism promotion board campaigns executed through digital media channels between 2012 and 2017 using a quasi-experimental, longitudinal design. A difference-in-difference model is estimated to compare the tourism inflow from countries before and after receiving the online promotion (treatment) with a control group of countries that did not receive it, controlling for demographic and economic variables that influence tourism inflow. The study results and return on investment estimations demonstrate that the digital advertising campaign has a significant effect on annual international visitor arrivals, underscoring the importance of employing cost-effectiveness metrics to determine the impact of marketing investments.

Date: 2021
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DOI: 10.1080/21639159.2020.1808824

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