Sweepstakes Promotions to Build Database for Promoting International Tourism Destinations
Authors: Pinar, Musa; Ozgur, Ceyhun
Source: Tourism Analysis, Volume 13, Number 2, March 2008 , pp. 205-213(9)
Publisher: Cognizant Communication Corporation
Abstract:This article discusses the importance of a tourism-oriented database to promote tourism destinations and how sweepstakes promotions can be utilized in developing a sophisticated database for more effective destination marketing. The article presents various ways databases can be utilized by domestic and international destination marketers. Sweepstakes promotions can be effective in promoting international tourism and attracting potential tourists to desired destinations of the sponsoring countries. In addition, they can also be used to develop a sophisticated database from sweepstakes entrants. Such a database could be used to design more effective relationship marketing strategies. Finally, the article presents several managerial implications for building a more effective database from targeted sweepstakes.
Document Type: Research Article
Publication date: March 1, 2008
- 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.