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META-EVALUATION: ASSESSING ALTERNATIVE METHODS OF PERFORMANCE EVALUATION AND AUDITS OF PLANNED AND IMPLEMENTED MARKETING STRATEGIES

Evaluating Marketing Actions and Outcomes

ISBN: 978-0-76231-046-3, eISBN: 978-1-84950-230-6

ISSN: 1069-0964

Publication date: 4 September 2003

Abstract

This study includes a meta-evaluation of seven government audits on the efficiency and effectiveness of tourism departments and programs. The seven tourism-marketing performance audits are program evaluations for: Missouri, North Carolina, Tennessee, Minnesota, Australia, and two for Hawaii. The majority of these audits are negative performance assessments. Similarly, although these audits are more useful than none at all, the central conclusion of the meta-evaluation is that most of these audit reports are inadequate assessments. These audits are too limited in the issues examined; not sufficiently grounded in relevant evaluation theory and practice; and fail to include recommendations, that if implemented, would result in substantial increases in performance.

Citation

Woodside, A.G. and Sakai, M.Y. (2003), "META-EVALUATION: ASSESSING ALTERNATIVE METHODS OF PERFORMANCE EVALUATION AND AUDITS OF PLANNED AND IMPLEMENTED MARKETING STRATEGIES", Woodside, A.G. (Ed.) Evaluating Marketing Actions and Outcomes (Advances in Business Marketing and Purchasing, Vol. 12), Emerald Group Publishing Limited, Bingley, pp. 549-663. https://doi.org/10.1016/S1069-0964(03)12009-1

Publisher

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Emerald Group Publishing Limited

Copyright © 2003, Emerald Group Publishing Limited