Leveraging low-cost marketing techniques such as PR and media and cooperative marketing as well as dedicated marketing campaigns is important in achieving greater return on investment.
The Sustainable Tourism Cooperative Research Centre has undertaken a number of research projects in modelling and assessing destination competitiveness to identify key destination strengths and opportunities and develop appropriate marketing messages for consumers.
The objective of this study was to quantify the effects of marketing expenditure by the Australian Tourist Commission, integrated into Tourism Australia (TA) from 1 July 1994. Co-integration analysis and dynamic modelling approach are used to estimate the elasticity ...
This report proposes a model and survey instrument for assessing a destination's competitiveness in the tourism market. The conceptualisation work and instrument, called the Destination Competitiveness Inventory (DCI), were derived as a result of field trips to Singapore, Japan and ...
The objective of this study was to quantify the long-term effects of advertising on tourism demand. A single equation demand model is specified which includes advertising as an explanatory variable along with other economic determinants of demand, prices and incomes. ...
The objective of this report is to provide a framework for the sustainable development of the travel and tourism industry in the APEC region, through public/private partnerships, and to deliver a sustainability strategy for tourism destinations.
... Cooperative Advertising Cooperative advertising and promotion with your local, regional or industry association will help your message get wider distribution ...
... The media selection in Phase 3 of the promotion includes an increased weighting towards the use of online advertising. The increased ...
... WhAt is AdVErtising? • the paid promotion of goods and services • a means of developing a perceived want or need for a specific product • a way of ...
I am currently looking into the significance of tourism for two seperate towns located on the border of the Murray River. It has been argued that both border towns should be represented in destination marketing campaigns, despite suggestions that one town has a higher recall than the other.Currently the name of the tourism property only has one town recognised and there are proposals being put forward that both towns should be included within the brand name. Not only would this create a mouthful to include in any campaigns but it could damage the existing brand attached to the destination.Does anyone have any suggestions how this argument can be quantified and any further arguments how this could damage the brand?
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