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Evaluating the effectiveness of tourist advertising to improve the competitiveness of destinations

2019; SAGE Publishing; Volume: 26; Issue: 6 Linguagem: Inglês

10.1177/1354816619846748

2044-0375

Jackson de Souza, Luiz Mendes Filho, Dimitrios Buhalis,

Consumer Behavior in Brand Consumption and Identification

This study focuses on the evaluation of the tourist destination advertising effectiveness. The destination advertising response DAR model was used to analyze data on the effectiveness of destination promotional campaigns on visitor expenditure, in six trip facets: destination, accommodations, attractions, restaurants, events, and shopping. Independent sample t-tests were conducted to identify any differences in total destination spending among the groups of those visitors influenced for each trip facet. A multiple regression analysis was performed to discriminate the performance of the travel facets expenditures in the estimation of total expenditures. Significant results indicate that the “destination,” “accommodations,” and “restaurants” facets directly influence the total expenditures. Self-planners had the highest variance, explaining in total visitor expenditure compared to the regression analysis results of the other two groups (i.e. travel agencies and online travel agencies). The study also explores how destinations can improve their competitiveness on tourist advertising by using technologies.