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,…

Documents

Tourism Marketing Return on Investment: The Impact of Displacement

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Tourism Marketing Return on Investment: The Impact of Displacement

This file may not be suitable for users of assistive technology. Request an accessible format.

If you use assistive technology (eg a screen reader) and need a version of this document in a more accessible format, please email publications@culture.gsi.gov.uk. Please tell us what format you need. It will help us if you say what assistive technology you use.

Detail

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.