A Framework for Measuring ROI in International Digital Tourism Marketing

Liza Chung Lee · Journal of Enterprise and Business Intelligence (2026) · DOI: 10.53759/5181/jebi202606012

Resumen

This research analyzes 18 global digital tourism marketing campaigns through a quantitative model incorporating the conversion measures, cost-efficiency measures, and spending-based return on investment (ROI). Findings indicate a mean gross conversion rate of 43% but a significantly lower mean net conversion rate of 18% with the difference between them being the overestimation of the effectiveness when pre-booked visitors are not taken into account. The average ROI was 10:1, though there was vast diversity between campaigns, the best ROI was 6 campaigns with an ROI of 15:1, and the worst ROI was 6 campaigns with an ROI of 2:1. The analysis of the correlation shows that there is a strong positive correlation between ROI, campaign cost, and contact volume as well as visitor expenditure which implies the existence of economies of scale. The generic campaigns far surpassed the niche campaigns in the ROI and revenue generation although the implementation costs were greater.

Instituciones: Universidad Nacional Mayor de San Marcos