Document Type

Report

Publisher

The Institute for Tourism and Recreaton Research

Publication Date

9-1-2008

Abstract

An evaluation of the Missoula Convention and Visitors Bureau (CVB) website was undertaken in an effort to provide the Missoula CVB with some measure of the effectiveness of its website in attracting and informing visitors to the Missoula area. A method often used in an attempt to measure tourism marketing effectiveness is a conversion study. However, there are some problems with traditional conversion studies which motivated the use of a different method for this study. The report describes conversion studies, explains some of the associated shortcomings, and details the methods used to evaluate the Missoula CVB website.

Comments

Research Report 2008-5

Rights

© 2008 ITRR

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