The use of true experiments is advocated for testing destination advertising effectiveness in causing visits. Examples of A-B ad copy split tests in other industries are described and the value and limitations of advertising conversion research studies are reviewed. A hypothetical example in tourism advertising effectiveness research of an A-B-C split is presented, C being a control group of subjects not exposed to advertising. A call for travel and tourism industry action to test advertising 's influence on causing visits and revenues concludes the article.
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