CLCS seminar by Sigbjørn Tveteraas

Title
Econometric Modeling of the Effect of Destination Marketing on Tourist Arrivals  

Abstract
Growth in tourism worldwide has led to increasing competition among destinations. There are relatively low barriers to entry for new destinations making international tourism resemble markets characterized by monopolistic competition. Destination marketing is used to create product differentiation and consumer awareness among competing destinations. However, the profligacy of destination marketing makes it prudent to question whether this is becoming a zero-sum game. We look at two different case studies for measuring effects of destination marketing from Peru and Norway. Using demand models based on panel data estimation techniques, each study highlights econometric challenges in estimating marketing impacts. While the studies cannot be used to draw general conclusions about international destination marketing, they provide insights about measurement and effects of marketing efforts.    

Date
November 5, 2013

Venue
CBS, Porcelænshaven 24, 2nd floor, room 2.68

Sigbjørn Tveteraas is an Associate Professor in Economics, University of Stavanger, The Norwegian School of Hotel Management. Link to website: http://www.uis.no/om-uis/kontakt-oss/finn-ansatt/tveteraas-sigbjoern-art...