In Search of Destination Marketing Metrics  

Oleh:

Ohlhoff, Snyman

Jenis: Article from Proceeding
Dalam koleksi: 2nd Advances in Hospitality and Tourism Marketing and Management (AHTMM) Conference Proceedings (Corfu, Greece, May 31 - June 3, 2012)
Topik: destination marketing; performance measurement; marketing performance; marketing metrics; destination management
Fulltext: 2ndahtmmc_submission_339.pdf (1.41MB)

Isi artikel

Although a great deal of research in the general Marketing literature has been conducted in terms of measures of marketing performance, there has been limited research in the area of destination marketing. The aim of this working paper is to determine the scope of current literature in terms of destination marketing performance measures and to determine areas for continued research. A review of available literature in tourism marketing and management journals and other publications was the method employed. The results indicate that there has been useful contributions by leading authors, but that there are still many aspects that have not received attention and since general marketing measurement methods are becoming more advanced and accurate, the adaptation and application of these methods in the domain of destination marketing will create many research questions. The main conclusion is that the topic of destination marketing performance has been recognised as a research imperative and will continue as such in tourism and destination marketing.

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