An expanded framework for measuring the effectiveness of destination advertising Academic Article

abstract

• 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. 1997 Elsevier Science Ltd.

authors

• Crompton, John

published proceedings

• TOURISM MANAGEMENT

author list (cited authors)

• McWilliams, E. G., & Crompton, J. L.

citation count

• 58

complete list of authors

• McWilliams, EG||Crompton, JL

publication date

• May 1997

publisher

• Elsevier  Publisher

published in

• Tourism Management: research, policies, practice  Journal

keywords

• Conversion Studies
• Destination Advertising
• Involvement
• Tourism Marketing
• Travel Decisions

Digital Object Identifier (DOI)

• 10.1016/S0261-5177(96)00114-8

start page

• 127

end page

• 137

volume

• 18

issue

• 3

URL

• http://dx.doi.org/10.1016/s0261-5177(96)00114-8