Tourism-mảketing Peỏmance Metrics And Uèulness Auditing Ò Détination Websites

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    25/10/2023
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    Tourism-Marketing Performance Metrics and Usefulness Auditing of Destination Websites
    By: Arch G. Woodside
    Publisher:
    Emerald Group Publishing Limited
    Print ISBN: 9781849509008, 184950900X
    eText ISBN: 9781849509015, 1849509018
    Copyright year: 2010
    Format: PDF
    Available from $ 149.99 USD
    SKU: 9781849509015 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 government's role in shaping China's domestic, inbound, and outbound tourism industry and contributes to building a behavioral theory of government-firm relationships. SKU: 9781849509008
    Ebooks here: https://ebookscoffee.sellpass.io/pr...d-Usefulness-Auditing-of-Destination-Websites
     

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