Purpose:
The purpose of this study was to assess the return on investment for the Space Coast Office of Tourism’s advertising campaign in six different markets. This research was essential to the Space Coast Office of Tourism because it could identify the strengths and weaknesses of their advertisements. Once these were identified, the Space Coast Office of Tourism enhanced their marketing strategies to reach a larger audience and influence more people to visit.
Methods:
The duration of the advertising campaign was two months. In phase 1 of the study, data was collected through 1,200 online surveys. Of these online surveys, 728 individuals claimed they were likely to visit the area, and these people were contacted in phase 2 of the study to gather information on the advertisements impact and calculate return on investment.
Results:
Research revealed how many potential visitors were influenced by the Space Coast Office of Tourism advertising and if the advertisement campaign made a significant impact. The Space Coast Office of Tourism discovered what media sources were most popular with visitors and their primary motivation to visit. These insights allowed the Space Coast Office of Tourism to target visitors more effectively and alter their marketing strategies to increase the number of people to the area.
