Allocating a Promotion Budget

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.

Citation

Rita, P. and Moutinho, L. (1992), "Allocating a Promotion Budget", International Journal of Contemporary Hospitality Management, Vol. 4 No. 3. https://doi.org/10.1108/09596119210014192