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Measuring Destination Marketing: Comparing Four Models of Advertising Conversion
Choe, Yeongbae; Stienmetz, Jason L; Fesenmaier, Daniel R
2017
Source PublicationJOURNAL OF TRAVEL RESEARCH
ISSN0047-2875
Volume56Issue:2Pages:143-157
Abstract

Conversion studies are a standard technique by which marketers evaluate advertisement effectiveness. A review of the tourism literature finds that advertising conversion studies use a number of metrics that have evolved to include most aspects of visitor decisions; however, this literature also indicates that there are few comparative studies focusing on the variability of response. The overall goal of this study is to identify and compare estimates of impact on visitor expenditures using four different approaches ranging from traditional advertising models (i.e., gross conversion rate and net conversion rate) to a more comprehensive facets-based destination advertisement response (DAR) model. The various models result in a huge range of impact estimates and it is concluded that the DAR model offers, both theoretically and practically, a powerful framework for evaluating advertising response in that it incorporates the possibility that destination advertising affects decisions related to a range of trip-related activities.

KeywordDestination Marketing Destination Advertising Response Model Tourism Advertising Conversion Study
DOI10.1177/0047287516639161
Indexed BySSCI ; SSCI
Language英语
WOS Research AreaSocial Sciences - Other Topics
WOS SubjectHospitality, Leisure, Sport & Tourism
WOS IDWOS:000392962600001
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Cited Times [WOS]:2   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF INTEGRATED RESORT AND TOURISM MANAGEMENT
AffiliationNational Laboratory for Tourism & eCommerce, Eric Friedheim Tourism Institute, University of Florida, Gainesville, FL, USA
Recommended Citation
GB/T 7714
Choe, Yeongbae,Stienmetz, Jason L,Fesenmaier, Daniel R. Measuring Destination Marketing: Comparing Four Models of Advertising Conversion[J]. JOURNAL OF TRAVEL RESEARCH,2017,56(2):143-157.
APA Choe, Yeongbae,Stienmetz, Jason L,&Fesenmaier, Daniel R.(2017).Measuring Destination Marketing: Comparing Four Models of Advertising Conversion.JOURNAL OF TRAVEL RESEARCH,56(2),143-157.
MLA Choe, Yeongbae,et al."Measuring Destination Marketing: Comparing Four Models of Advertising Conversion".JOURNAL OF TRAVEL RESEARCH 56.2(2017):143-157.
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