UTILIZING SWEEPSTAKES TO PROMOTE INTERNATIONAL TOURISM IN FOREIGN MARKETS
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
Affiliations: Department of Management and Marketing, Pittsburg State University, 1701 S. Broadway, Pittsburg, KS 66762
Publication date: 01 January 2004
- Established in 1996, Tourism Analysis is an interdisciplinary journal that provides a platform for exchanging ideas and research in tourism and related fields. The journal aims to publish articles that explore a broad range of research subjects, including, but not limited to, the social, economic, cultural, environmental, and psychological aspects of tourism, consumer behavior in tourism, sustainable and responsible tourism, and effective operations, marketing, and management.
Tourism Analysis focuses on both theoretical and applied research and strives to promote innovative approaches to understanding the complex and dynamic nature of tourism, its stakeholders, businesses, and its effects on society. The journal welcomes articles on innovative research topics and methodologies beyond the traditional theory-testing sciences, such as robotics, computational sciences, and data analytics.
Our primary goal is to contribute to the development and advancement of new knowledge in tourism while fostering critical reflections and debates on the radical changes and evolution in tourism among scholars, practitioners, policymakers, and other stakeholders.
- Access Key
- Free content
- Partial Free content
- New content
- Open access content
- Partial Open access content
- Subscribed content
- Partial Subscribed content
- Free trial content