Economic Effects of Advertising Expenditures A Swedish Destination Study of International Tourists (Peer-Reviewed Article) - Detailansicht

Grunddaten

Titel der Arbeit (title)	Economic Effects of Advertising Expenditures A Swedish Destination Study of International Tourists
Titel der Zeitschrift bzw. Zeitung	Scandinavian Journal of Hospitality and Tourism Research
Erscheinungsjahr	2015
Publikationsart	Peer-Reviewed Article

Inhalt
Abstract	This study estimates the effects of advertising on international tourism demand for the leading Swedish mountain destination Åre. In contrast to previous studies, which primarily focus on tourism demand at a national or sectorial level, this research is conducted at the destination level. The study considers price levels at tourism destinations and tourists income as determinants for tourism demand. However, following advertising theories and previous research, the dominance of the market power function (i.e. product differentiation) and the information function (i.e. market transparency) are identified as major codeterminants for international tourism demand. Demand elasticity coefficients are empirically estimated for the origin countries Norway, Finland, the Russian Federation, Denmark and the UK. Findings show that advertising is a significant driver of tourism demand from Norway, the UK and Russia. Interestingly, income and tourism price levels are less significant drivers of demand in all analysed origin markets.

Höpken, Wolfram, Professor