Case Activity: Evaluating the Success of Tourism Promotion
The Mexico Tourist Board has hired your youth -oriented public relations agency to boost travel to Mexican resorts for college spring breaks and high school senior trips. A big part of your challenge is to assure parents (who often pay the travel bill)
that Mexico is a safe destination, given the media’s recent, increased coverage of drug - gang violence occurring in resort towns. The bottom - line objective for the tourist board is increasing flights to Mexico and bookings at beach resorts. The board also wants to dispel the misimpression that gang violence occurs within the resort grounds.
Explain how you will develop a set of evaluation criteria to help make the case that your campaign offered a good return on investment, through significant upticks in flight and room bookings at beach resorts. Start with audience awareness and work through the various types of evaluation covered in this chapter.