Resumen de Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations
Jackson de Souza, Luiz Mendes Filho, Dimitrios Buhalis
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.
