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Measuring Returns on Hong Kong's Tourism Marketing Expenditure

Author

Listed:
  • Hanqin Qiu Zhang

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR, China)

  • Nada Kulendran

    (Centre for Tourism and Services Research, School of Economics and Finance and Faculty of Business and Law, Victoria University, PO Box 14428, MCMC Melbourne, Victoria 8001, Australia)

  • Haiyan Song

    (School of Hotel and Tourism Management, The Hong Kong Polytechnic University, Hung Hom, Kowloon, Hong Kong SAR, China)

Abstract

The objective of this study is to estimate the per dollar return on tourism marketing expenditure by the Hong Kong Tourism Board in major tourism markets, based on the dynamic modelling approach and cost-effectiveness ratios. The study finds that the estimated cost-effectiveness ratios for the major inbound tourism markets of Australia, China, the USA, the UK, South Korea and Singapore are positive, and that the estimated per dollar returns on tourism marketing expenditure are 9.5:1, 15:1, 2.5:1, 2.8:1, 7.2:1 and 8.7:1, respectively. The results suggest that in order to increase the tourist receipts from these markets, it is necessary to develop different and specific marketing strategies to attract tourists from each market.

Suggested Citation

  • Hanqin Qiu Zhang & Nada Kulendran & Haiyan Song, 2010. "Measuring Returns on Hong Kong's Tourism Marketing Expenditure," Tourism Economics, , vol. 16(4), pages 853-865, December.
    • Handle: RePEc:sae:toueco:v:16:y:2010:i:4:p:853-865
    DOI: 10.5367/te.2010/0002
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