Ahmed, Adeel; (2010). Measuring Return of Investment of Tourism Marketing: A Review of Sixteen State Tourism Offices. University of Minnesota Extension. Retrieved from the University of Minnesota Digital Conservancy,
pp 24. State travel offices’ justifications for funding are increasingly being scrutinized as states seek tobalance budgets. These justifications are expected to contain well‐stated objectives and measurable results, including indications of cost effectiveness. Advertising is a big portion of the budget for state travel offices and is perhaps the budgetary consideration most frequently investigated for its cost effectiveness. In order for Explore Minnesota Tourism (EMT), the state agency responsible for promoting travel to and within Minnesota, to better gauge the return oninvestment (ROI) of its recent marketing activities, a review of state‐level reports and assessments for the tourism marketing of Minnesota and 15 other states was completed in December 2010 and is presented in this report.
Measuring Return on Investment of Tourism Marketing: A Review of Sixteen State Tourism Offices.
University of Minnesota Extension.
Retrieved from the University of Minnesota Digital Conservancy,
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