Measuring the economic effectiveness of place advertising in China

CW Whitfield, Chunying Wen*

*Corresponding author for this work

Research output: Contribution to journalArticle

Abstract

The empirical evidence for the effectiveness of place communication has not been extensively investigated. Our study aims to answer the basic inquiry as to whether a significant and sustained communication effort will generate a measurable economic impact on the target location. The results indicate that there is a significant positive correlation at P value 0.01 level between place advertising and tourist expenditure (0.226) based on the data of place brand advertising campaigns of 31 provinces in China within the time period of 2005 to 2015. Further, this study suggests that the level of advertising has a clear impact on tourist expenditure: each 1% of additional advertising can generate a 0.013% increase in tourist expenditure at the P <0.05 level. The findings from this study also support the extant studies on influencing factors upon tourist expenditure: namely tourism resources (0.394), transportation capacity (0.564), and per capital dispensable income (0.721). The economic effectiveness of place branding within China cannot be given more granularity at this stage beyond the overall model and correlations we have found. The more detailed process that tourist undertakes when considering a visit is fluid and may follow many paths.
Original languageEnglish
Pages (from-to)257-273
Number of pages17
JournalPlace Branding and Public Diplomacy
Volume15
Issue number4
Early online date9 Aug 2019
DOIs
Publication statusPrint publication - Dec 2019

Fingerprint

Tourist expenditure
China
Economics
Communication
P value
Tourism
Empirical evidence
Economic impact
Advertising campaign
Tourists
Influencing factors
Place branding
Advertising expenditures
Resources
Income

Keywords

  • place branding
  • china
  • advertising

Cite this

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title = "Measuring the economic effectiveness of place advertising in China",
abstract = "The empirical evidence for the effectiveness of place communication has not been extensively investigated. Our study aims to answer the basic inquiry as to whether a significant and sustained communication effort will generate a measurable economic impact on the target location. The results indicate that there is a significant positive correlation at P value 0.01 level between place advertising and tourist expenditure (0.226) based on the data of place brand advertising campaigns of 31 provinces in China within the time period of 2005 to 2015. Further, this study suggests that the level of advertising has a clear impact on tourist expenditure: each 1{\%} of additional advertising can generate a 0.013{\%} increase in tourist expenditure at the P <0.05 level. The findings from this study also support the extant studies on influencing factors upon tourist expenditure: namely tourism resources (0.394), transportation capacity (0.564), and per capital dispensable income (0.721). The economic effectiveness of place branding within China cannot be given more granularity at this stage beyond the overall model and correlations we have found. The more detailed process that tourist undertakes when considering a visit is fluid and may follow many paths.",
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Measuring the economic effectiveness of place advertising in China. / Whitfield, CW; Wen, Chunying.

In: Place Branding and Public Diplomacy, Vol. 15, No. 4, 12.2019, p. 257-273.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Measuring the economic effectiveness of place advertising in China

AU - Whitfield, CW

AU - Wen, Chunying

PY - 2019/12

Y1 - 2019/12

N2 - The empirical evidence for the effectiveness of place communication has not been extensively investigated. Our study aims to answer the basic inquiry as to whether a significant and sustained communication effort will generate a measurable economic impact on the target location. The results indicate that there is a significant positive correlation at P value 0.01 level between place advertising and tourist expenditure (0.226) based on the data of place brand advertising campaigns of 31 provinces in China within the time period of 2005 to 2015. Further, this study suggests that the level of advertising has a clear impact on tourist expenditure: each 1% of additional advertising can generate a 0.013% increase in tourist expenditure at the P <0.05 level. The findings from this study also support the extant studies on influencing factors upon tourist expenditure: namely tourism resources (0.394), transportation capacity (0.564), and per capital dispensable income (0.721). The economic effectiveness of place branding within China cannot be given more granularity at this stage beyond the overall model and correlations we have found. The more detailed process that tourist undertakes when considering a visit is fluid and may follow many paths.

AB - The empirical evidence for the effectiveness of place communication has not been extensively investigated. Our study aims to answer the basic inquiry as to whether a significant and sustained communication effort will generate a measurable economic impact on the target location. The results indicate that there is a significant positive correlation at P value 0.01 level between place advertising and tourist expenditure (0.226) based on the data of place brand advertising campaigns of 31 provinces in China within the time period of 2005 to 2015. Further, this study suggests that the level of advertising has a clear impact on tourist expenditure: each 1% of additional advertising can generate a 0.013% increase in tourist expenditure at the P <0.05 level. The findings from this study also support the extant studies on influencing factors upon tourist expenditure: namely tourism resources (0.394), transportation capacity (0.564), and per capital dispensable income (0.721). The economic effectiveness of place branding within China cannot be given more granularity at this stage beyond the overall model and correlations we have found. The more detailed process that tourist undertakes when considering a visit is fluid and may follow many paths.

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