Utilizing Sweepstakes to Promote International Tourism in Foreign Markets
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Pinar, Musa [1] ; Beisel, John L [1]
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[1] Pittsburg State University
Pittsburg State University
City of Pittsburg, Estados Unidos
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- Localización: Tourism analysis, ISSN 1083-5423, Vol. 9, Nº. 3, 2004, págs. 187-195
- Idioma: inglés
- Texto completo no disponible (Saber más ...)
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Resumen
This article discusses sweepstakes as a viable tool in promoting international tourism. The concept of sweepstakes is defined and explained. Various actual sweepstakes promotions used by different countries to promote their tourism are presented as examples. It is evident that well-planned and executed sweepstakes promotions can help move potential tourists through some steps of the hierarchy of effects model to the point of desire to visit the sponsoring country. A sophisticated database can be developed from sweepstakes entrants, which could be used to design more effective relationship marketing strategies. Several managerial implications of targeted sweepstakes and the steps for designing successful sweepstakes promotions are presented.
