Measuring the Return from Australian Tourism Marketing Expenditure.
(article - citation only)
by Nada Kulendran and Larry Dwyer
from Journal of Travel Research, Vol 47 No 3 Fen 2009, pp.275-284
"Tourism Australia, the primary agency responsible for marketing Australia as a destination internationally, spends around 32% of its total marketing expenditure in Asian markets. Asia contributes around 40% of the visitor arrivals to Australia. When Tourism Australia invests public money to promote Australia as a tourist destination, there is a need to estimate the return per dollar investment. This article estimated the return per dollar investment in Asia using a dynamic modeling approach and cost effectiveness analysis." Ask us if you'd like a copy of this article.