Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach
Abstract
This study develops a spatial interaction model to determine the effectiveness of advertising for a campground in Northern Indiana. Utilizing the occupancy reports of the campground for the 2000 season, the origins of the campers are defined at the county level. Three separate dependent variables are modeled including the number of trips per capita, nights per capita and expenditures per capita. The models include independent variables measuring the average travel time from each county to the destination, per capita personal income, the population density of the origin county, education, the average length of stay of campers, an analysis of competitors, and the advertising and promotional efforts of the campground. Each dependent variable is modeled twice, with the advertising and promotional variables collapsed and expanded alternately allowing the study to achieve the objectives of identifying various regional marketing campaigns. The six models all work, with adjusted r-squares ranging from 0.805 to 0.900. A number of the independent variables are found to be significant at the 1%, 5% and 10% significance levels. This study provides a synthesis of past efforts and an improved method for determining the effectiveness of advertising and promotional campaigns.
Degree
Ph.D.
Advisors
Morrison, Purdue University.
Subject Area
Marketing|Recreation|Demography
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