The Institute for Tourism and Recreaton Research
Leisure Studies | Recreation, Parks and Tourism Administration | Tourism and Travel
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.
CVB, Missoula Convention and Visitors Bureau, conversion studies
© 2008 ITRR
Grau, Kara, "Missoula Convention and Visitors Bureau Website Evaluation" (2008). Institute for Tourism and Recreation Research Publications. 239.