Linking marketing efforts to financial outcome: An exploratory study in tourism and hospitality contexts

Research output: Journal article publicationJournal articleAcademic researchpeer-review

15 Citations (Scopus)

Abstract

The purpose of this article is to improve the understanding of the marketing-finance interface by developing a model to capture the relationship between marketing efforts and the creation of owners' firm-related wealth in tourism and hospitality industries. In addition, this study combines the balance sheet and income statement-driven measures (i.e., profit margin, Tobin's q) and off-income-statement measures (i.e., customer satisfaction score) to assess the effect of marketing efforts on a firm's financial performance. The findings indicate that marketing efforts indeed affect the owner's firm-related wealth as measured by financial performance variables. Overall, this study provides a valuable benchmark for further research in the area of marketing productivity in the tourism and hospitality industries.
Original languageEnglish
Pages (from-to)211-226
Number of pages16
JournalJournal of Hospitality and Tourism Research
Volume33
Issue number2
DOIs
Publication statusPublished - 1 May 2009

Keywords

  • Financial performance
  • Marketing efforts
  • Tourism and hospitality industries

ASJC Scopus subject areas

  • Education
  • Tourism, Leisure and Hospitality Management

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