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Determining the effectiveness of adv...

Tyrrell, Brian Jude.

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Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach./
作者:	Tyrrell, Brian Jude.
面頁冊數:	155 p.
附註:	Source: Dissertation Abstracts International, Volume: 63-06, Section: A, page: 2309.
Contained By:	Dissertation Abstracts International63-06A.
標題:	Business Administration, Marketing. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=3055538
ISBN:	0493707727

Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach.
Tyrrell, Brian Jude.

Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach. - 155 p.

Source: Dissertation Abstracts International, Volume: 63-06, Section: A, page: 2309.

Thesis (Ph.D.)--Purdue University, 2001.

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.

ISBN: 0493707727Subjects--Topical Terms:

1017573
Business Administration, Marketing.

Determining the effectiveness of advertising for tourism enterprises: A spatial interaction approach.
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520 $a 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.
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