Abstract:
Measuring the effectiveness of the Irish Tourist Board's promotional activities is a continuing process, because of the need to: 1. Justify enough financial support for the organisation's work, and 2: Maintain improvement of effectiveness. Ireland's over-all performance should be seen in the context of two basic considerations: a. Competition; b. History, our progress from year to year. Investment in development shows, unfortunately, only long-term returns, and this is true of much marketing expenditure too. Rising national receipts from tourism in any year cannot be attributed entirely to larger appropriations in that year, or indeed in any one previous year. Indeed, the problem of measuring effectiveness has so far proved insoluble to any national tourist organisation which has attempted its solution anywhere in the world. What follows gives some illustration of the persistent concern of the Irish Tourist Board to measure the results of its activity, and of progress to date.
Research Papers
Research into the complex nature of the holiday choice process
Catalogue: Seminar 1983: The importance Of Research In The Tourism Industry
Author: Peter B. Hodgson
 
June 15, 1983
Research Papers
Approaches to tracking the impact of national destination advertising
Catalogue: Seminar 1991: Travel And Tourism Transition
Author: Ciaran Tuite
 
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Research Papers
Tourist market research from viewpoint of an (official) national tourist organisation
Catalogue: Seminar 1967: Travel and Tourism
Authors: Paul Risch, Jost Krippendorf, Jacques Antoine, Robert Irvine
 
June 15, 1967
