Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites

by Arch G. Woodside

This volume provides specific answers to hard questions about how to create valid metrics to measure the effectiveness of tourism advertising and the usefulness of destination marketing websites. An extensive literature review describes 40+ years of research on the effectiveness of tourism advertising and the slow advancement to using valid impact metrics - field experiments with alternative ad treatment and placements. Several authors undertake information-usefulness...

• Format: Hardcover
• Language: English
• ISBN: 184950900X
• ISBN13: 9781849509008
• Release Date: September 2010
• Publisher: Emerald Group Publishing
• Length: 184 Pages
• Weight: 0.90 lbs.
• Dimensions: 0.7" x 6.1" x 9.0"