Making sense of destination promotion - On the impact of promotional measures on overnight stays and income from tourism
Journal
International tourism research and concepts / International Association of Scientific Experts in Tourism (AIEST)
ISSN
1862-9946
ISBN
978-3-503-09724-1
Type
conference paper
Date Issued
2006-08-28
Author(s)
Editor(s)
Keller, Peter
Abstract
This paper studies the effectiveness of promotional measures. For that the relations are investigated between the composition of promotion in terms of content and a number of potential success indicators, such as of overnight stays and its composition (domestic vs. international) as well as federal tax revenue in a destination. The results reveal the following: (1) The decision on how to use promotional surface (in print products) is basically made between visuals and informational text (not emotional text), either including information about other than typical touristy suppliers or not. (2) This separation however does not significantly explain differences with regard to the success indicators and their recent changes. (3) In con-trast, it is information about supra structures as well as emotional text, but not visuals, which is strongly associated with positive overnight stays and tax income development. Additionally, a small number of non-generic products such as MICE (meetings, incentives, convention, events, which normally are produced for a specific target group) also contribute to a positive demand and income development. The conclusions drawn from these results include the following: (1) invest in MICE products, (2) communicate less by non-informational visuals but rather by more emotional-informational text, (3) assume that a majority of travelers is familiar with what to expect in general but less what to expect in particular.
Language
English
Keywords
Destination marketing
promotion effectiveness
marketing effectiveness
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Marketing efficiency in tourism : coping with volatile demand
Publisher
Schmidt
Publisher place
Berlin
Start page
145
End page
158
Pages
14
Event Title
56th International Asociation of Scientific Experts in Tourism (AIEST) Congress
Event Location
Pontresina (CH)
Subject(s)
Eprints ID
30118