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Measuring returns on Hong Kong's tourism marketing expenditure

Zhang, Hangin Qui, Kulendran, Nada and Song, Haiyan (2010) Measuring returns on Hong Kong's tourism marketing expenditure. Tourism Economics, 16 (4). pp. 853-865. ISSN 1354-8166 (print) 2044-0375 (online)

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Abstract

The objective of this study is to estimate the per dollar return on tourism marketing expenditure by the Hong Kong Tourism Board in major tourism markets, based on the dynamic modelling approach and cost-effectiveness ratios. The study finds that the estimated cost-effectiveness ratios for the major inbound tourism markets of Australia, China, the USA, the UK, South Korea and Singapore are positive, and that the estimated per dollar returns on tourism marketing expenditure are 9.5:1, 15:1, 2.5:1, 2.8:1, 7.2:1 and 8.7:1, respectively. The results suggest that in order to increase the tourist receipts from these markets, it is necessary to develop different and specific marketing strategies to attract tourists from each market.

Item Type: Article
Uncontrolled Keywords: ResPubID20358, tourism promotion, inbound tourism, dynamic models, cost-effectiveness ratio, Hong Kong
Subjects: Faculty/School/Research Centre/Department > School of Economics and Finance
FOR Classification > 1402 Applied Economics
SEO Classification > 9003 Tourism
Depositing User: VUIR
Date Deposited: 28 May 2012 03:23
Last Modified: 18 Jun 2012 06:40
URI: http://vuir.vu.edu.au/id/eprint/7240
DOI: https://doi.org/10.5367/te.2010/0002
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Citations in Scopus: 8 - View on Scopus

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