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Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites (Hardcover)
Loot Price: R3,092
Discovery Miles 30 920
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Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites (Hardcover)
Series: Advances in Culture, Tourism and Hospitality Research
Expected to ship within 12 - 17 working days
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Total price: R3,112
Discovery Miles: 31 120
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This volume provides specific answers to hard questions about how
to create valid metrics to measure the effectiveness of tourism
advertising and the usefulness of destination marketing websites.
An extensive literature review describes 40+ years of research on
the effectiveness of tourism advertising and the slow advancement
to using valid impact metrics - field experiments with alternative
ad treatment and placements. Several authors undertake
information-usefulness audits on DMO (destination management
office) websites and provide practical check lists. Tourism website
comparisons include: Maine, Massachusetts and New York; Genoa,
Marseilles and Valencia; France, Spain and Portugal; and China,
Poland, Russia and Thailand, against each other as well as the
Lonely Planet websites. Content analysis of consumer-generated
advertisements that promote visits to third places, in this case
Starbucks coffee shops and Chipotle restaurants, makes an
intriguing study. The final paper gives a thick description of the
dynamics of the government's role in shaping China's domestic,
inbound, and outbound tourism industry and contributes to building
a behavioral theory of government-firm relationships.
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