IDEAS home Printed from https://ideas.repec.org/a/taf/jgsmks/v31y2021i4p645-662.html
   My bibliography  Save this article

Evaluating the effects of an online marketing program: The case of Mexico’s national tourism promotion board

Author

Listed:
  • Oliver Cruz-Milán
  • Veysel Avsar

Abstract

Given some of the limitations of survey-based methodologies to assess tourism advertising and promotional programs, the objective of this research is to evaluate the effectiveness of Mexico’s tourism promotion board campaigns executed through digital media channels between 2012 and 2017 using a quasi-experimental, longitudinal design. A difference-in-difference model is estimated to compare the tourism inflow from countries before and after receiving the online promotion (treatment) with a control group of countries that did not receive it, controlling for demographic and economic variables that influence tourism inflow. The study results and return on investment estimations demonstrate that the digital advertising campaign has a significant effect on annual international visitor arrivals, underscoring the importance of employing cost-effectiveness metrics to determine the impact of marketing investments.

Suggested Citation

  • Oliver Cruz-Milán & Veysel Avsar, 2021. "Evaluating the effects of an online marketing program: The case of Mexico’s national tourism promotion board," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(4), pages 645-662, October.
  • Handle: RePEc:taf:jgsmks:v:31:y:2021:i:4:p:645-662
    DOI: 10.1080/21639159.2020.1808824
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/21639159.2020.1808824
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1080/21639159.2020.1808824?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:jgsmks:v:31:y:2021:i:4:p:645-662. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/RGAM20 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.