Question 1

A traveller's willingness to engage with the brand is representative of which one of the elements of the CBBE hierarchy?&#10;A) Brand awareness&#10;B) Brand associations&#10;C) Brand resonance&#10;D) Brand loyalty

Accepted Answer

A traveller's willingness to engage with the brand reflects their sense of community and identification with the brand. This is representative of brand resonance which is the highest level in the CBBE hierarchy.

Question 2

Which of the following is not a source of consumer-based brand equity:&#10;A) Perceived quality&#10;B) Brand associations&#10;C) Brand leverage&#10;D) Awareness

Accepted Answer

Brand leverage refers to the extent to which a brand can leverage its existing associations and reputation to launch new products or enter new markets. It is, in fact, a source of consumer-based brand equity. On the other hand, perceived quality, brand associations, and awareness are all sources of consumer-based brand equity.

Question 3

Which of the following is not a common visitor metric used by DMOs?&#10;A) average length of stay&#10;B) visitor arrival numbers&#10;C) visitor monitors&#10;D) All of the above

Accepted Answer

D

Question 4

Which of the following is more readily monitorable in the DMO marketing plan?&#10;A) Vision&#10;B) Mission&#10;C) Goals&#10;D) Objectives

Accepted Answer

Objectives are specific, measurable, and time-bound. Therefore, they are more readily monitorable in the DMO marketing plan compared to other options like vision, mission, and goals, which are more general and abstract. Objectives allow for easier tracking of progress and evaluation of success or failure in achieving desired outcomes.

Question 5

A major barrier to measuring the DMO's contribution to destination competitiveness is:&#10;A) politics of DMO decision making&#10;B) quantifying how many visitors were attracted by the DMO&#10;C) criticism of stakeholders&#10;D) false media reporting

Accepted Answer

While politics, criticism of stakeholders, and false media reporting may all be barriers to measuring the DMO's contribution to destination competitiveness, quantifying the exact number of visitors that were attracted by the DMO is likely the biggest challenge. This would require reliable data and tracking mechanisms to determine how many visitors were specifically influenced by the DMO's marketing and promotional efforts.

Question 6

Measuring destination advertising effectiveness has commonly been by applying:&#10;A) conversion studies&#10;B) focus groups&#10;C) census data&#10;D) importance-performance analysis

Accepted Answer

Conversion studies are the most effective way to measure destination advertising effectiveness as they track the number of people who are converted into actual visitors after being exposed to the advertising. It provides tangible and objective data on the effectiveness of the advertising campaign. Focus groups can provide valuable insights into consumer perception but may not provide reliable data on actual behavior. Census data may provide demographic information but does not directly measure advertising effectiveness. Importance-performance analysis is useful in identifying areas for improvement but may not be the most effective method for measuring advertising effectiveness.

Question 7

Which of the following is the most difficult to develop measures of effectiveness?&#10;A) Personal selling&#10;B) Participation at a consumer travel expo&#10;C) Visiting media programme&#10;D) Social media competitions

Accepted Answer

Participation at a consumer travel expo is considered the most difficult to develop measures of effectiveness for because it involves numerous variables and interactions that are hard to quantify. Unlike digital or direct marketing efforts, where engagement and conversion can be tracked more easily, the impact of participation in an expo involves assessing brand awareness, lead generation, and networking opportunities, which are less straightforward to measure.

Question 8

Which of the following measure whether a destination is being considered in the travel planning stages?&#10;A) Brand image&#10;B) Brand awareness&#10;C) Brand salience&#10;D) Brand identity

Accepted Answer

Brand salience measures how often and easily a destination is thought of during the travel planning stages.

Question 9

Which of the following is an indicator of destination marketing effectiveness?&#10;A) Visitor satisfaction&#10;B) Host community sentiment&#10;C) Consumer-based brand equity&#10;D) All of the above

Accepted Answer

Visitor satisfaction, host community sentiment, and consumer-based brand equity are all important indicators of destination marketing effectiveness. Visitor satisfaction measures how happy visitors are with their overall experience in the destination, which can lead to positive word-of-mouth recommendations and repeat visitors. Host community sentiment measures how satisfied locals are with the impact of tourism on their community, which can affect the sustainability and long-term success of the destination. Consumer-based brand equity measures the overall strength of the destination's brand and its ability to attract and retain visitors over time. Therefore, all three indicators are important in measuring the effectiveness of destination marketing efforts.

Question 10

Analysing the extent to which the DMO has achieved its objectives is part of a:&#10;A) Situation analysis&#10;B) Macro-environment analysis&#10;C) marketing audit&#10;D) Cost-benefit analysis

Accepted Answer

Analysing the extent to which the DMO has achieved its objectives is part of a marketing audit, which is a comprehensive review of the marketing strategies, objectives, and activities of an organization. The purpose of a marketing audit is to identify the strengths and weaknesses of a company's past and current marketing efforts, and to make recommendations for improvement. Therefore, choice C - marketing audit - is the best choice. A situation analysis is a broader assessment of the internal and external environment of an organization, while a macro-environment analysis examines the macro factors that may affect a company's performance. A cost-benefit analysis, on the other hand, is a financial analysis that compares the costs and benefits of a given project or initiative.

Deck 14: Destination Marketing Performance Measurement