How to measure the impact of place-marketing activities

• This paper aims to explicate and integrate the main methods of measuring the effects of place marketing. Rather than favouring one method over another a priori, we seek to understand each model on its own terms in order to illuminate key assumptions and hypotheses. Only after each method has been considered separately do we compare and contrast the different methods to provide a sound basis for evaluating the models measuring the effects of place marketing activities empirically.Generally, the methods hitherto developed to measure the effect of place marketing activities posit causal mechanisms in line with the ‘quasi-experimental’ evaluation model or are simple ex ante/ex post comparisons. This finding has implications for the formulation of place marketing activities. Depending on what method is used under what circumstances, the effects of place marketing activities will differ. The paper suggests a model for evaluating the impact of place marketing activities.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Place marketing

success measurement

evaluation methods

methodology

Complex Systems – Microdata Analysis

Komplexa system - mikrodataanalys

Publikations- och innehållstyp

vet (ämneskategori)

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