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Handbook on key performance indicators for tourism marketing evaluation / [co-written by Kirsty MacMillan and Jim Eccleston ; Jon Munro co-authored the handbook and did the final editing].

By: Contributor(s): Material type: TextTextPublisher: Madrid, Spain : World Tourism Organization , [2017]Copyright date: ©2017Description: 166 pages ; 30 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9284418518
  • 9789284418510
Other title:
  • Key performance indicators for tourism marketing evaluation
Subject(s): DDC classification:
  • 910.68 23
LOC classification:
  • G155.A1 M33 2017
Contents:
Acknowledgements -- Foreword -- Comments and definitions -- Executive summary -- 1. Introduction. -- 2. Key insights from members' survey -- 3. Contemporary marketing evaluation -- 4. Offline consumer marketing activities -- 5. Online consumer-marketing activities -- 6. Trade and B2B marketing activities -- 7. Overarching marketing evaluation -- Annex 1. Specimen formats -- Annex 2. Member's survey questionnaire.
Summary: "The primary purpose of this handbook is to provide a suite of performance indicators for tourism marketing evaluation - ones that can be used to benchmark marketing effectiveness and track performance as well as optimize the specific marketing and activities a NTO is involved in."--page 19.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book City Campus City Campus Main Collection 910.68 MAC (Browse shelf(Opens below)) 1 Available A534220B

Title from cover.

Authors from Acknowledgments.

Includes bibliographical references.

Acknowledgements -- Foreword -- Comments and definitions -- Executive summary -- 1. Introduction. -- 2. Key insights from members' survey -- 3. Contemporary marketing evaluation -- 4. Offline consumer marketing activities -- 5. Online consumer-marketing activities -- 6. Trade and B2B marketing activities -- 7. Overarching marketing evaluation -- Annex 1. Specimen formats -- Annex 2. Member's survey questionnaire.

"The primary purpose of this handbook is to provide a suite of performance indicators for tourism marketing evaluation - ones that can be used to benchmark marketing effectiveness and track performance as well as optimize the specific marketing and activities a NTO is involved in."--page 19.

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