The purpose of the following project was to investigate and propose methods that can be implemented to measure the effectiveness of the following tourism sales promotion programs that are widely used by the Florida Division of Tourism and other Florida tourism operators: - Trade shows - Consumer shows - Sales blitzes - Familiarization trips - Educational seminars For this purpose a study consisting of the following four phases was undertaken: 1. A survey of the methods currently used by other states. 2. A survey of the methods currently used by other industries. 3. An analysis of the methods used by the-Florida Division of Tourism and other tourism operators. 4. Recommendation of methods to be used in further sales promotion programs. The results of phase one of our investigation showed that despite a wide-spread participation in tourism sales promotion activities by most state travel offices in the U.S., only a minority of those offices use quantitative techniques to evaluate their effectiveness. The methods used to measure the effectiveness of these activities were found to be very diversified. Phase two of the investigation found that, unlike the tourism industry, in all other industries the measurement of the effectiveness of sales promotions is frequent and widespread. More than a dozen techniques were commonly used in pre-show, during-show, and post-show, phases. In phase three, observations and interviews with Florida Exhibitors including the Florida Division of Tourism - were conducted in order to determine to what extent Florida tourism operators measure the effectiveness of their tourism sales promotions. The results indicate that the majority of exhibitors used very few methods of measuring the effectiveness of their promotional activities. Those that were used were found to be mostly subjective and nebulous estimates of inputs rather than outputs.


Florida tourism

Prepared For

Florida Department of Commerce, Division of Tourism


The Dick Pope Sr. Institute for Tourism Studies


Rosen College of Hospitality Management

Publication Date


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No part of this publication may be reproduced, transmitted, transcribed, stored in a retrieval system, or translated into any language, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without prior written permission from The Dick Pope Sr. Institute for Tourism Studies. All copyright, confidential information, design rights and all other intellectual property rights of whatsoever nature contained herein are and shall remain the sole and exclusive property of the Ministry of Tourism of Aruba. The information furnished herein is believed to be accurate and reliable.

Number of Pages

73 p.





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