Measuring the return on investment of destination welcome centres: the case of Florida

$28.00 plus tax (Refund Policy)

Buy Article:

Abstract:

US state destination boards have traditionally operated welcome centres – viewed as cost centres – at key vehicular entrance points to their states. In fact, if travel parties modify trips in the state as a result of their welcome centre experience so as to make an incremental economic contribution to the state, then what has been perceived as a cost centre may actually be a profit centre for the state. Using return on investment (ROI) analysis or accountability research, this study outlines the methodology of VISIT FLORIDA, the private–public partnership serving as the official tourism board for the State of Florida. The partnership was developed to analyse the impact of Florida's welcome centres and to identify whether or not they resulted in a positive cash flow for the state. The study includes strategic marketing questions which allow VISIT FLORIDA to make management decisions to improve further the impact of its welcome centres.

Keywords: CENTRES; FLORIDA; MANAGEMENT DECISIONS; RETURN ON INVESTMENT; ROI; WELCOME

Document Type: Research Article

DOI: http://dx.doi.org/10.5367/000000003101298411

Publication date: September 1, 2003

More about this publication?
  • Tourism Economics, published bimonthly, is a peer-reviewed journal devoted to the economics and finance of tourism worldwide. Articles address the components of the tourism product (accommodation; restaurants; merchandizing; attractions; transport; entertainment; tourist activities); and the economic organization of tourism at micro and macro levels (market structure; role of public/private sectors; community interests; strategic planning; marketing; finance; economic development).

    Fast Track. Tourism Economics Fast Track papers have been peer-reviewed, revised and fully accepted for publication. However, although these are the final versions from the authors, they are unedited manuscripts and will undergo a rigorous editing process before their appearance in an issue of the journal. This means that the Fast Track manuscripts may not conform to journal style in terms of presentation, spelling and other usages. They may also contain errors of typography, grammar, spelling, referencing, etc, all of which will be corrected in the processes of copy-editing and proofreading.
    Tourism Economics operates a Fast Track online publication system so that papers can be published and made available almost immediately on final acceptance by the journal. Each Fast Track article is given a DOI. When the paper is assigned to an issue, this DOI will automatically be transferred to the article in the journal issue.
    Fast Track articles may be cited using the DOI. Citations should include the author's or authors' name(s), the title of the article, the title of the journal followed by the words Fast Track, the year of Fast Track publication and the DOI. For example:

    Smith, J. (2013), Article title, Tourism Economics Fast Track, DOI xxxxxxxx.

    Once the paper has been published in an issue of the journal, the DOI will automatically resolve to that final version and the article can be cited in accordance with normal bibliographical conventions.

  • Subscribe to this Title
  • ingentaconnect is not responsible for the content or availability of external websites
Related content

Tools

Favourites

Share Content

Access Key

Free Content
Free content
New Content
New content
Open Access Content
Open access content
Subscribed Content
Subscribed content
Free Trial Content
Free trial content
Cookie Policy
X
Cookie Policy
ingentaconnect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more