Measuring the effectiveness of destination marketing campaigns: Comparative analysis of conversion studies

This article presents findings of a comparative study of destination marketing evaluation research in the United Kingdom to identify success factors, highlight best practices, and draw attention to determinants of poor performance in destination marketing campaign activities. Increasing levels of competition between tourism destinations has led to increased pressure on destination marketing organizations (DMOs) to maximize the effectiveness of their marketing spend. Therefore, the evaluation of tourism marketing campaigns reveals not only if the campaign has been successful in terms of attracting visitors but also if the expectations in terms of expenditure impact and return on investment are achieved. This study investigates the success of 18 campaigns directed to potential domestic visitors, using the conversion study technique to evaluate expenditure impact and return on investment. This article contributes to marketing practice through increased understanding of the key components that lead to a high return on investment and higher impact.