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UTILIZING SWEEPSTAKES TO PROMOTE INTERNATIONAL TOURISM IN FOREIGN MARKETS

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Abstract:

This article discusses sweepstakes as a viable tool in promoting international tourism. The concept of sweepstakes is defined and explained. Various actual sweepstakes promotions used by different countries to promote their tourism are presented as examples. It is evident that well-planned and executed sweepstakes promotions can help move potential tourists through some steps of the hierarchy of effects model to the point of desire to visit the sponsoring country. A sophisticated database can be developed from sweepstakes entrants, which could be used to design more effective relationship marketing strategies. Several managerial implications of targeted sweepstakes and the steps for designing successful sweepstakes promotions are presented.

Keywords: Database; Destination promotion; International tourism; Sales promotion; Sweepstakes; Tourism marketing

Document Type: Research Article

DOI: https://doi.org/10.3727/1083542042781203

Affiliations: Department of Management and Marketing, Pittsburg State University, 1701 S. Broadway, Pittsburg, KS 66762

Publication date: 2004-01-01

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  • The aim of Tourism Analysis is to promote a forum for practitioners and academicians in the fields of Leisure, Recreation, Tourism, and Hospitality (LRTH). As a interdisciplinary journal, it is an appropriate outlet for articles, research notes, and computer software packages designed to be of interest, concern, and of applied value to its audience of professionals, scholars, and students of LRTH programs the world over.
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