Promotion is essential to attract visitors through tourism measures. In promotions aimed at sales promotion (reservations and purchases), the effectiveness is usually measured by the number of views (PV).
In the case of tourism measures by local governments, even if the number of views is high, it is difficult to say that the measures are effective if there are few people who actually visit the area. In addition to the increase in page views, various other indicators and tools must be used to measure the effectiveness of the measures.
1.2 The relationship between tourism policies and effect measurement
As mentioned above, tourism promotion tends to be difficult to judge success or failure based on a single indicator such as an increase in page views. It is necessary to use the PDCA cycle and measure uruguay consumer email list the effectiveness one by one from the "Check" stage onwards.
For example, when placing a web advertisement, the evaluation items to check are the number of times the advertisement was displayed and the number of clicks. In the case of attending a Travel Mart, the relevant items would be the number of companies with which business negotiations were held and the number of participants. Based on the results, a solid method is to decide whether to continue or improve the tourism measures at the "Action (improvement)" stage and increase the effectiveness of the measures.
2. Tourism policies implemented by local governments, etc.
In addition to local governments, various associations and corporations such as tourism associations and DMOs are working on tourism policies. Each of them aims to attract a wide range of people, from individual travelers to group travelers both domestically and internationally.
In this case, the methods of attracting customers will be very different between measures aimed at inviting overseas group tours and measures aimed at acquiring overseas individual travelers (FIT).
The method of measuring effectiveness will vary depending on the method of attracting customers. When posting travel information in pure advertising, online advertising, SNS, or web media, data such as the number of accesses and the number of impressions of the advertisement is important.
The indicators required for measuring effectiveness with the aim of increasing awareness are the number of impressions, cost per impression, reach, etc. You can measure effectiveness by calculating these figures from the management screen.
For online ads aimed at driving traffic to your own website, check the number of clicks, click-through rate, and cost per click. Click-through rate can be calculated by dividing the number of clicks by the number of impressions. If the click-through rate is low, you need to improve it.
The effectiveness of travel information published on media other than online media can be measured using indicators such as publication costs, number of copies published, number of posts, etc. Measure the effectiveness based on the number of users who came into contact with the media in which the information was published.
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