An expanded framework for measuring the effectiveness of destination advertising

✍ Scribed by Edward G. McWilliams; John L. Crompton

• Publisher: Elsevier Science
• Year: 1997
• Tongue: English
• Weight: 971 KB
• Volume: 18
• Category: Article
• ISSN: 0261-5177
• DOI: 10.1016/s0261-5177(96)00114-8

✦ Synopsis

Destination advertising campaigns are typically evaluated by conversion studies or by advertising tracking studies. A major limitation of these evaluations is that they assume receivers of the advertising message follow a highly involved decision process when making leisure travel decisions. These framework fail to consider how destination advertising influences low involvement decisions which are likely to characterize repeat visitation, or trips deemed to be of low risk or low importance. The paper offers a framework which allows the impact of advertising on low involvement decisions to be measured. It uses data from an evaluation of a State of Texas tourism advertising campaign to illustrate how the framework can be operationalized.