A Guide to Using Market Research and Marketing Measurement for Successful Tourism Destination Marketing
The challenge for many tourism stakeholders is to identify the most appropriate target market(s) and then assess the impact of their marketing investments. Given limited budgets and the need for fiscal responsibility, measuring the impact of their investments can assure tourism stakeholders that they are getting the best value for their marketing dollar. To that end, FedNor commissioned the consulting firm, Mitchell Westlake, to develop this step-by-step guide that provides general information about tourism market research methodologies, the rationale behind the practice, as well as the benefits and limitations of a variety of available measures.
Catalogue number: Iu91-4/9-2005E-PDF
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