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

• Jackson de Souza ^[3] ; Luiz Mendes-Filho ^[1] ; Dimitrios Buhalis ^[2]
  1. [1] Universidade Federal do Rio Grande do Norte

     Universidade Federal do Rio Grande do Norte

     Brasil

     
  2. [2] Bournemouth University

     Bournemouth University

     Reino Unido

     
  3. [3] Universidade do Estado da Bahia

     Universidade do Estado da Bahia

     Brasil

     

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• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 26, Nº. Extra 6, 2020 (Ejemplar dedicado a: e-Tourism economics), págs. 1001-1020
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This study focuses on the evaluation of the tourist destination advertising effectiveness. Thedestination advertising response DAR model was used to analyze data on the effectiveness ofdestination promotional campaigns on visitor expenditure, in six trip facets: destination, accom-modations, attractions, restaurants, events, and shopping. Independent samplet-tests were con-ducted to identify any differences in total destination spending among the groups of those visitorsinfluenced for each trip facet. A multiple regression analysis was performed to discriminate theperformance of the travel facets expenditures in the estimation of total expenditures. Significantresults indicate that the “destination,” “accommodations,” and “restaurants” facets directlyinfluence the total expenditures. Self-planners had the highest variance, explaining in total visitorexpenditure compared to the regression analysis results of the other two groups (i.e. travelagencies and online travel agencies). The study also explores how destinations can improve theircompetitiveness on tourist advertising by using technologies.