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Measuring the Return on Investment of Destination Welcome Centres: The Case of Florida

Author

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  • Barry E. Pitegoff
  • Ginger Smith

Abstract

US state destination boards have traditionally operated welcome centres – viewed as cost centres – at key vehicular entrance points to their states. In fact, if travel parties modify trips in the state as a result of their welcome centre experience so as to make an incremental economic contribution to the state, then what has been perceived as a cost centre may actually be a profit centre for the state. Using return on investment (ROI) analysis or accountability research, this study outlines the methodology of VISIT FLORIDA, the private–public partnership serving as the official tourism board for the State of Florida. The partnership was developed to analyse the impact of Florida's welcome centres and to identify whether or not they resulted in a positive cash flow for the state. The study includes strategic marketing questions which allow VISIT FLORIDA to make management decisions to improve further the impact of its welcome centres.

Suggested Citation

  • Barry E. Pitegoff & Ginger Smith, 2003. "Measuring the Return on Investment of Destination Welcome Centres: The Case of Florida," Tourism Economics, , vol. 9(3), pages 307-323, September.
    • Handle: RePEc:sae:toueco:v:9:y:2003:i:3:p:307-323
    DOI: 10.1177/135481660300900305
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    Cited by:

    1. Farías, Pablo, 2019. "Determinants of knowledge of personal loans' total costs: How price consciousness, financial literacy, purchase recency and frequency work together," Journal of Business Research, Elsevier, vol. 102(C), pages 212-219.
    2. Smith, Karen A. & Holmes, Kirsten, 2012. "Visitor centre staffing: Involving volunteers," Tourism Management, Elsevier, vol. 33(3), pages 562-568.

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