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Publication Detailed Description
Allocating a Promotion Budget
Journal Title
International Journal of Contemporary Hospitality Management
Year (definitive publication)
1992
Language
English
Country
United Kingdom
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Abstract
Describes a preliminary model for assisting national tourism organizations (NTOs) in the allocation of promotional budgets to international travel markets so as to optimize their marketing objectives. The model (TOUREX) is a knowledge?based system. Discusses findings (that allow enhancement and refining of the model) from in?depth interviews conducted with 12 European NTOs as part of a wider study both to improve the model and expand the knowledge base.
Acknowledgements
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Keywords
Fields of Science and Technology Classification
- Economics and Business - Social Sciences
- Other Social Sciences - Social Sciences
