Research and analysis

Tourism Marketing Return on Investment: The Impact of Displacement

DCMS commissioned TNS and Optimal Economics to deliver a research report that develops an analytical framework for considering displacement,�

From:
Department for Culture, Media and Sport and Department for Digital, Culture, Media & Sport
Published
3 October 2012

Documents

PDF, 570 KB, 43 pages

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MS Word Document, 579 KB

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Details

DCMS commissioned TNS and Optimal Economics to deliver a research report that develops an analytical framework for considering displacement, and applies it to the problem of measuring the return on investment to tourism marketing campaigns.

The research finds that existing evaluation methods robustly support DCMS investment in tourism marketing, and that campaigns are likely to generate a significant amount of additional non-displaced consumer spending in tourism markets.

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Updates to this page

Published 3 October 2012

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