Abstract
ABSTRACTThis study estimates the effects of advertising on international tourism demand for the leading Swedish mountain destination Åre. In contrast to previous studies, which primarily focus on tourism demand at a national or sectorial level, this research is conducted at the destination level. The study considers price levels at tourism destinations and tourists’ income as determinants for tourism demand. However, following advertising theories and previous research, the dominance of the market power function (i.e. product differentiation) and the information function (i.e. market transparency) are identified as major co-determinants for international tourism demand. Demand elasticity coefficients are empirically estimated for the origin countries Norway, Finland, the Russian Federation, Denmark and the UK. Findings show that advertising is a significant driver of tourism demand from Norway, the UK and Russia. Interestingly, income and tourism price levels are less significant drivers of demand in all analysed origin markets.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
