Abstract
Over the years the Arkansas Department of Parks and Tourism has used conventional conversion studies to measure the success of its tourism advertising and promotion campaigns. While enquiries through traditional mass media have been decreasing, the use and popularity of the website, http://www.arkansas.com, have steadily increased. This study was conducted to establish the conversion rate of web users to Arkansas visitors. A very high conversion rate was found. The results of this study also led to strategic and tactical changes in terms of website information and the traditional fulfilment programme, and these are discussed.
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