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Exploring Influential Factors that Explain the Probability of Visiting a Destination: The Case of State Travel Information Inquiry Groups

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Despite the importance of inquiry groups who requested travel information to the destinations in tourism marketing, little is known about the mechanism of how they are converted and what factors influence the inquirers to be converted to visitors. This study explores the state travel information inquirers to understand explanatory factors that influence the probability of visiting a destination after acquiring travel information. Using a logistic regression analysis, the study found that various explanatory factors affected the probability to visit a tourism destination among travel information inquiry groups. Further, the study indicates that in-state residents and short-distance visitors from adjacent states were more likely to visit after having inquired tourism information. This finding supports the idea that the resident segment is a more cost effective market and marketing activities that target these groups could be a good promotional strategy. The study results are expected to help tourism practitioners justify their advertising efforts and promotion budget, as well as develop better advertising and management strategies for converting more travel information inquirers into visitors.
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Keywords: CONVERSION STUDY; DESTINATION MARKETING; DESTINATION MARKETING ORGANIZATIONS (DMOS)

Document Type: Research Article

Publication date: 2011-12-01

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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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