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Abstract

Destination marketing has shifted from one-to-many and one-one to completely interactive communication, and therefore requires new metrics which reflect the immersive nature of marketing interactivity. These metrics include traditional quantifiable outcomes such as awareness, brand position, and product purchase but, because of the transformation of destination marketing, must include a range of new metrics which reflect the social structure of the Internet. This paper proposes a number of metrics that destination marketing organizations should use to evaluate the effectiveness of their marketing efforts.

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Metrics for Destination Marketing in An Era of Interactive Marketing

Destination marketing has shifted from one-to-many and one-one to completely interactive communication, and therefore requires new metrics which reflect the immersive nature of marketing interactivity. These metrics include traditional quantifiable outcomes such as awareness, brand position, and product purchase but, because of the transformation of destination marketing, must include a range of new metrics which reflect the social structure of the Internet. This paper proposes a number of metrics that destination marketing organizations should use to evaluate the effectiveness of their marketing efforts.