A critical issue in hospitality marketing is determining the effectiveness of advertising campaigns conducted by state and local tourism offices. Conversion studies are the most common method of evaluating tourism advertising programs. This article focuses on the traditional methods of tourism conversion studies and suggests procedures for more accurate research and improved interpretation. These refined procedures were used in a conversion study for a convention and visitors bureau located in the southwest of the United States. Findings further illustrate the inaccuracies of traditional conversion study principles while demonstrating the enhanced validity of the recommended methodology.
Turco, Douglas M. and Dry, Eddie
"A Comparison of Traditional and Refined Conversion Study Procedures,"
Visions in Leisure and Business: Vol. 11:
4, Article 5.
Available at: https://scholarworks.bgsu.edu/visions/vol11/iss4/5