Abstract

This study attempts to develop tourism advertising conversion modeling throughout the United States. Geographic and demographic data were taken into account for developing the model using multivariate technique such as logistic regression and CHAID. The results of this research showed that residence states are the most important factor affecting the conversion and interestingly, the information that is relevant with the focal destination is more important than number of brochure information travelers received. This research ends with discussion of theoretical and practical implications for destination marketing.

Share

COinS
 

Modeling Tourism Advertising Conversion in the United States

This study attempts to develop tourism advertising conversion modeling throughout the United States. Geographic and demographic data were taken into account for developing the model using multivariate technique such as logistic regression and CHAID. The results of this research showed that residence states are the most important factor affecting the conversion and interestingly, the information that is relevant with the focal destination is more important than number of brochure information travelers received. This research ends with discussion of theoretical and practical implications for destination marketing.