Measuring the Long-Term Effectiveness of City Tourism Sales Promotion
DOI:
https://doi.org/10.18559/01smqa26Keywords:
Selling promotion, Territorial marketing, Tourist productAbstract
Measuring the effectiveness of sales promotion, extensively described in classic marketing literature, is poorly recognized in the field of place marketing. This results from the non-market nature of the activities of local authorities as well as the non-measurable objectives of the marketing tools used. This paper presents the results of a five-year study on the effectiveness of city tourism sales promotion based on the example of the "Half price Poznań!" marketing event. The analysis uses an adaptation of Fetscherin's (2010) country brand strength index. Six indicators were created: five concentrating on the effectiveness city tourism sales promotion, plus a synthetic indicator for the effectiveness of the marketing event. The results show that as the nominal values of the analysed variables increase, the values of the indicators generally decrease, whilst the synthetic indicator fluctuates strongly. In relative terms the highest effectiveness was achieved during the third edition of the event.
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