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dc.contributor.authorDwyer, Larry
dc.contributor.authorPham, Tien Duc
dc.contributor.authorForsyth, Peter
dc.contributor.authorSpurr, Ray
dc.date.accessioned2018-04-20T02:28:11Z
dc.date.available2018-04-20T02:28:11Z
dc.date.issued2014
dc.identifier.issn1552-6763
dc.identifier.doi10.1177/0047287513497836
dc.identifier.urihttp://hdl.handle.net/10072/173080
dc.description.abstractThe efficient targeting of destination marketing depends not only on identifying markets that are currently or potentially “high yielding” but also on the cost effectiveness of marketing expenditure in different markets. At least three different types of yield measures that are relevant to “return” on marketing investment have not been clearly distinguished in the literature. One relates to the expenditure associated with the additional tourism flows generated as a result of the marketing effort—this is a well-used measure. Another relates to the economic contribution associated with different inbound market segments. A third measure relates to the (economy-wide) impact of the visitor spending. The article uses each measure, combined with marketing elasticities, to estimate the return on investment associated with promoting Australia in nine key markets. While Australia provides a context for study, the approach taken and the results have relevance to destination marketing organizations worldwide.
dc.description.peerreviewedYes
dc.languageEnglish
dc.language.isoeng
dc.publisherSage
dc.relation.ispartofpagefrom281
dc.relation.ispartofpageto295
dc.relation.ispartofissue3
dc.relation.ispartofjournalJournal of Travel Research
dc.relation.ispartofvolume53
dc.subject.fieldofresearchTourism economics
dc.subject.fieldofresearchCommercial services
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchTourism
dc.subject.fieldofresearchcode380116
dc.subject.fieldofresearchcode3504
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode3508
dc.titleDestination Marketing of Australia: Return on Investment
dc.typeJournal article
dc.type.descriptionC1 - Articles
dc.type.codeC - Journal Articles
gro.hasfulltextNo Full Text
gro.griffith.authorPham, Tien D.


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