2026-05-30T08:37:57Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/313462026-02-03T11:12:04Zcom_10630_2254col_10630_37953
RIUMA. Repositorio Institucional de la Universidad de Málaga
author
Florido Benítez, Lázaro
2024-05-21T12:53:13Z
2024-05-21T12:53:13Z
2024
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
https://hdl.handle.net/10630/31346
10.1108/CBTH-09-2023-0142
Purpose
The 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/approach
A 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.
Findings
Tourism 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/value
This 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.
eng
Atribución 4.0 Internacional
Turismo - Andalucía
Andalucía - Política turística
Turismo - Aspectos económicos
Tourism promotion budgets and tourism demand: the Andalusian case.
journal article
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URL
https://riuma.uma.es/bitstreams/9058841d-97e7-45cd-9f6f-519959c08c9a/download
File
MD5
9a0eb2fd493d9ff8428d73844b9babe2
643836
application/pdf
10-1108_CBTH-09-2023-0142.pdf