Overview

The ETC/UNWTO Handbook on Key Performance Indicators for Tourism Marketing Evaluation presents a comprehensive overview of performance indicators for tourism marketing evaluation. It provides a framework for understanding contemporary marketing evaluation, how to measure results from marketing and promotional activities, and how to evaluate overall marketing effectiveness within the context of business or destination impacts. This handbook aims to be a user-friendly and accessible guide that provides a methodological framework and practical guidance on how to use performance indicators. Complemented with a number of case studies and best practice examples, the handbook offers both a theoretical and practical approach to guide national and destination management organizations towards better digital marketing evaluation.

Full Product Details

9789284418510

Table of Contents

Reviews

Author Information

The WTO originated as the International Congress of Official Tourist Traffic Associations, which was set up in 1925. It went through several transformations over the years and was officially converted into a specialized agency of the United Nations in 2003. The organization is the most significant global body concerned with the collection and collation of statistical information on international tourism and it serves as a global forum for tourism policy issues and practical tourism know-how. In 2006 it was comprised of 150 countries, seven territories and more than 300 Affiliated Members representing the private sector, educational institutions, tourism associations and local tourism authorities.

Tab Content 6

Countries Available