Destination marketing of Australia: return on investment

Dwyer, Larry, Pham, Tien, Forsyth, Peter and Spurr, Ray (2014) Destination marketing of Australia: return on investment. Journal of Travel Research, 53 3: 281-295. doi:10.1177/0047287513497836

Author Dwyer, Larry
Pham, Tien
Forsyth, Peter
Spurr, Ray
Title Destination marketing of Australia: return on investment
Journal name Journal of Travel Research   Check publisher's open access policy
ISSN 1552-6763
Publication date 2014-05
Year available 2013
Sub-type Article (original research)
DOI 10.1177/0047287513497836
Open Access Status
Volume 53
Issue 3
Start page 281
End page 295
Total pages 15
Place of publication Thousand Oaks, CA, United States
Publisher Sage
Collection year 2014
Language eng
Formatted abstract
The 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.
Keyword Australia
Destination marketing
Inbound tourism
Marketing return on investment
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2014 Collection
UQ Business School Publications
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Citation counts: TR Web of Science Citation Count  Cited 5 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 7 times in Scopus Article | Citations
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