Rita, P. and Moutinho, L. (1992) Allocating a promotional budget. International Journal of Contemporary Hospitality Management, 4(3), pp. 3-8. (doi: 10.1108/09596119210014192)
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Abstract
Describes a preliminary model for assisting national tourism organizations (NTOs) in the allocation of promotional budgets to international travel markets so as to optimize their marketing objectives. The model (TOUREX) is a knowledge-based system. Discusses findings (that allow enhancement and refining of the model) from in-depth interviews conducted with 12 European NTOs as part of a wider study both to improve the model and expand the knowledge base.
| Item Type: | Articles |
|---|---|
| Status: | Published |
| Refereed: | Yes |
| Glasgow Author(s) Enlighten ID: | Moutinho, Professor Luiz |
| Authors: | Rita, P., and Moutinho, L. |
| College/School: | College of Social Sciences > Adam Smith Business School > Management |
| Journal Name: | International Journal of Contemporary Hospitality Management |
| ISSN: | 0959-6119 |
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