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| Author: | Wöber, K. W. Fesenmaier, D. R. |
| Title: | A multi-criteria approach to destination benchmarking: a case study of state tourism advertising programs in the United States |
| Journal: | Journal of Travel & Tourism Marketing
2004 : VOL. 16:2-3, p. 1-18 |
| Index terms: | Data Envelopment Analysis Tourism Advertising Benchmarking USA |
| Language: | eng |
| Abstract: | This paper introduces Data Envelopment Analysis (DEA) for the evaluation of inefficiencies in tourism advertising programs and the identification of optimal comparison partners for benchmarking. The results obtained in this study depend to a large extent upon the defination of inputs and outputs. The results of the DEA analyses do not provide detailed recommendations concerning a particular marketing program. |
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