Heterogeneity in consumer preference toward mega-sport event travel packages: Implications for smart tourism marketing strategy

Choe, Yeongbae; Baek, Jooa; Kim, Hye‐Sun

doi:10.1016/j.ipm.2023.103302

Cited by 7 publications

(1 citation statement)

References 52 publications

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“…Damanik et al (2023) noted that tourism products and promotions should be tailored to tourists’ preferences. As stated by Choe et al (2023), DMOs and marketers should manage tourist destinations’ marketing strategies and promotion campaigns more effectively via KPIs, return on investment (ROI) and positive economic impacts in the regional-local territory. Hence, prior studies are limited in examining the effectiveness of tourism promotion campaigns and their subsequent effect on customer engagement behaviours (Abbasi et al , 2023), and tourism promotion budgets have not been analysed from tourism and destination perspectives.…”

Section: Introductionmentioning

confidence: 99%

Tourism promotion budgets and tourism demand: the Andalusian case

Florido-Benítez

2024

CBTH

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Purpose The purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022. Design/methodology/approach A mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them. Findings Tourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020. Originality/value This study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.

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Section: Introductionmentioning

confidence: 99%