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 language | English |
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Pages (from-to) | 211-226 |
Number of pages | 16 |
Journal | Journal of Hospitality and Tourism Research |
Volume | 33 |
Issue number | 2 |
DOIs | |
Publication status | Published - 1 May 2009 |
Keywords
- Financial performance
- Marketing efforts
- Tourism and hospitality industries
ASJC Scopus subject areas
- Education
- Tourism, Leisure and Hospitality Management