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Proving the ROI and Halo Effect of Tourism Marketing
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Proving the ROI and Halo Effect of Tourism Marketing
George Zimmermann, Longwoods International USA

Longwoods International created the methodology for tourism advertising return-on-investment research decades ago. This session explores via case studies what this research measures for DMOs, and how destinations have used it successfully to quantify the results and prove the effectiveness of their marketing campaigns.  In addition, new Longwoods research has, for the first time, shown the positive impact -- the Halo Effect -- of tourism advertising and visitation on a destination’s image for all major economic development objectives, such as attracting new businesses, investors, knowledge workers, second-home buyers, and retirees.

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