Deck 14: Destination Marketing Performance Measurement

Question 1

A traveller's willingness to engage with the brand is representative of which one of the elements of the CBBE hierarchy?

A) Brand awareness
B) Brand associations
C) Brand resonance
D) Brand loyalty

Answer 1

C

Question 2

Which of the following is not a source of consumer-based brand equity:

A) Perceived quality
B) Brand associations
C) Brand leverage
D) Awareness

Answer 2

C

Question 3

Which of the following is not a common visitor metric used by DMOs?

A) average length of stay
B) visitor arrival numbers
C) visitor monitors
D) All of the above

Answer 3

D

Question 4

Which of the following is more readily monitorable in the DMO marketing plan?

A) Vision
B) Mission
C) Goals
D) Objectives

Question 5

A major barrier to measuring the DMO's contribution to destination competitiveness is:

A) politics of DMO decision making
B) quantifying how many visitors were attracted by the DMO
C) criticism of stakeholders
D) false media reporting

Question 6

Measuring destination advertising effectiveness has commonly been by applying:

A) conversion studies
B) focus groups
C) census data
D) importance-performance analysis

Question 7

Which of the following is the most difficult to develop measures of effectiveness?

A) Personal selling
B) Participation at a consumer travel expo
C) Visiting media programme
D) Social media competitions

Question 8

Which of the following measure whether a destination is being considered in the travel planning stages?

A) Brand image
B) Brand awareness
C) Brand salience
D) Brand identity

Question 9

Which of the following is an indicator of destination marketing effectiveness?

A) Visitor satisfaction
B) Host community sentiment
C) Consumer-based brand equity
D) All of the above

Question 10

Analysing the extent to which the DMO has achieved its objectives is part of a:

A) Situation analysis
B) Macro-environment analysis
C) marketing audit
D) Cost-benefit analysis