This article is the fourth in a series of articles prepared by the U. S. Department of Commerce Task Force to examine the issues of accountability and evaluation in travel research. The manuscript discusses advertising tracking studies.
Get full access to this article
View all access options for this article.
References
1.
Burke, James F. and R. Gitelson (1990), "Conversion Studies: Assumptions, Applications, Accuracy and Abuse," Journal of Travel Research, 28, (3), 46-51.
2.
Burke, James F. and Lisa A. Lindblom (1989), "Strategies for Evaluating Direct Response Tourism Marketing," Journal of Travel Research , 28, (2), 33-37.
3.
Tourism Canada (1989), Changing Opinions: The Marketing of Canada The World Next Door, Ottawa, Canada. Industry, Science and Technology Canada.
