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Measuring word of mouth

Date of publication: October 8, 2006

Catalogue: Leisure 2006

Authors: Heather Magaw, Judy Melanson

Abstract:

While still in its infancy, the practice of developing and implementing marketing strategies designed to leverage the power of personal recommendations on a grand scale holds great promise. This paper combines a discussion of the results from a primary market research study on the presence, levels, and financial impact of word-of-mouth advocacy across eight leisure and travel industry sectors with practical how-to advice for a five-step program to develop, implement, and measure the impact of advocacy strategies.

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