by
Woodside, Arch G.
Call Number
338.4791 22
Publication Date
2010
Summary
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 audits on DMO (destination management office) websites and provide practical check lists. Tourism website comparisons include: Maine, Massachusetts and New York; Genoa, Marseilles and Valencia; France, Spain and Portugal; and China, Poland, Russia and Thailand, against each other as well as the Lonely Planet websites. Content analysis of consumer-generated advertisements that promote visits to third places, in this case Starbucks coffee shops and Chipotle restaurants, makes an intriguing study. The final paper gives a thick description of the dynamics of the governments role in shaping Chinas domestic, inbound, and outbound tourism industry and contributes to building a behavioral theory of government-firm relationships.
Format:
Electronic Resources
Relevance:
46126.4961
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by
Woodside, Arch G.
Call Number
338.4791 22
Publication Date
2009
Summary
"Volume 3 of Advances in Culture, Tourism and Hospitality Research examines how research tools affect theory advances in culture and tourism research. Using visual narrative art to explicate unconscious thinking that shapes trip plans and visits, building tree diagrams of streams of antecedent conditions associating with extreme behavior (e.g., road rage, chronic casino gambling), and research methods that go beyond quantitative/qualitative taxonomies are examples of the unique themes covered in this volume. The papers focus on how to gain meaning from data to thus look at how streams of antecedent conditions result in tourism behavior"--Publisher's description.
Format:
Electronic Resources
Relevance:
1.2770
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