Strategies For Evaluating Direct Response Tourism Marketing

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Abstract
This article on evaluation research is the second in a series of articles written under the auspices of the U.S. Department of Commerce Task Force. A major challenge facing destination marketing organizations is the evaluation of the direct response tourism marketing programs which they conduct. This article discusses strategiesfor conducting these evaluations, such as linking marketing and evaluation objectives , coding media placements, creating an inquirer data base, and calculating conversion study ratios. Recommendations for addressing evaluation research issues are offered, including the need to recognize that evaluation research should not be an end in itself, but a means for improving marketing programs.

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