What is it about?
This study reports the indicators used by well-known tourism firms to measure the results of their marketing activities.
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Why is it important?
Based on the results of this study, tourism firms can design a dashboard of indicators to effectively measure the performance of their marketing activities.
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This page is a summary of: Marketing performance measurement in hotels, travel agencies and tour operators: a study of current practices, Current Issues in Tourism, December 2014, Taylor & Francis,
DOI: 10.1080/13683500.2014.982521.
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