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Book synopsis

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.

Book details

Book category Books in English Economics, finance, business & management Industry & industrial studies Service industries

• Full title: Handbook on key performance indicators for tourism marketing evaluation
• Author: World Tourism Organization (UNWTO), European Travel Commission, World Tourism Organization (UNWTO)
• Language: English
• Binding: Paperback
• Number of pages: 170
• EAN: 9789284418510
• ISBN: 9284418518
• ID: 16309276
• Publisher: World Tourism Organization
• Weight: 458 g
• Dimensions: 210 × 296 × 15 mm
• Date of publishing: 17. May 2017

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