A Quasi-Experimental Measure Of The Effectiveness Of Destinational Advertising: Some Evidence From Hawaii
- 1 July 1990
- journal article
- research article
- Published by SAGE Publications in Journal of Travel Research
- Vol. 29 (1) , 30-34
- https://doi.org/10.1177/004728759002900107
Abstract
A quasi-experimental assessment of Hawaii Visitor Bureau's city magazine advertising campaign shows an inelastic visitor demand with respect to advertising and a disparity in market responses in different cities. The tourism return on advertising expenditure ratios obtained is about half of those ratios usually obtained in conversion studies.Keywords
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