Research and analysis

Tourism Marketing Return on Investment: The Impact of Displacement

DCMS commissioned TNS and Optimal Economics to deliver a research report that develops an analytical framework for considering displacement,…

• From: Department for Culture, Media and Sport and Department for Digital, Culture, Media & Sport
• Published: 3 October 2012

Documents

Tourism Marketing Return on Investment: The Impact of Displacement

PDF, 570 KB, 43 pages

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Tourism Marketing Return on Investment: The Impact of Displacement

MS Word Document, 579 KB

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Details

DCMS commissioned TNS and Optimal Economics to deliver a research report that develops an analytical framework for considering displacement, and applies it to the problem of measuring the return on investment to tourism marketing campaigns.

The research finds that existing evaluation methods robustly support DCMS investment in tourism marketing, and that campaigns are likely to generate a significant amount of additional non-displaced consumer spending in tourism markets.

• Tourism Marketing Return on Investment: The Impact of Displacement (PDF 570kb)
• Tourism Marketing Return on Investment: The Impact of Displacement (Word 579kb)

Published 3 October 2012