RT Journal Article
T1 Tourism promotion budgets and tourism demand: the Andalusian case.
A1 Florido Benítez, Lázaro
K1 Turismo - Andalucía
K1 Andalucía - Política turística
K1 Turismo - Aspectos económicos
AB PurposeThe purpose of this paper is to analyse the impact of Andalusia’s tourism promotion budgets and the efficiency of its campaigns from 2010 to 2022.Design/methodology/approachA mixed-methods approach is used. Tourism promotion budgets from 2010 to 2022 were measured as a supply indicator. Demand indicators (e.g. airport’s passenger arrivals, number of tourists and hotel occupancy rate) are analysed to measure tourism promotion budget impacts on them.FindingsTourism promotion budgets are a priority to stimulate tourism demand for Andalusia in times of uncertainly, and promotion campaigns are pivotal to attract and convert potential customers into actual tourists. Moreover, findings reveal that tourism promotion budgets had positive impacts on tourism demand. Whereas tourism promotion campaigns such as “Andalucía wants you back”, “Intensely”, Fitur, World Travel Market, ITB Berlin events and tourism advertising through digital channels have helped to improve tourism demand in Andalusia, ignoring the effects of the COVID-19 pandemic in the year 2020.Originality/valueThis study emphasizes how tourism promotion budgets and promotion campaigns must be constantly monitored by destination marketing organizations to measure the efficiency and effectiveness of assigned economic budgets and its return on investment.
PB Emerald
YR 2024
FD 2024
LK https://hdl.handle.net/10630/31346
UL https://hdl.handle.net/10630/31346
LA eng
NO Florido-Benítez, L. (2024), "Tourism promotion budgets and tourism demand: the Andalusian case", Consumer Behavior in Tourism and Hospitality, Vol. 19 No. 2, pp. 310-322. https://doi.org/10.1108/CBTH-09-2023-0142
NO Funding for open access charge: Universidad de Málaga / CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026