Critical review of destination marketing organization advertising measurement methods/models used in Latvia

Abstract

The purpose of this Bachelor Thesis is to explore current practices in place and to suggest a model/methodology for advertising measurement in the context of Latvia as a marketed destination. The work was assessed utilising research obtained from tourism companies and employees of said companies/organisations in Latvia. Namely, author looks is there any main measurement models in place and the main perceptions by destination marketing organizations before launching advertisement. More importantly, author finds this study necessary for Latvian tourism development, as during literature analyse no prior review of the destination marketing field was identified in a search of the literature. Author also notes that the lack of interest in this industry is in part attributed to the fact that tourism destinations largely vary in terms of size and characteristics, which makes every destination unique. The methodology part consists of explanation and argument of why the qualitative case study approach was used, also analysing the possibilities of choosing other paths. That is continued with research design and in-depth semi-structured interviews with 6 biggest Latvian destination marketing organizations. Author examines three research questions, and results indicate that Latvian destination marketing organizations are very limited in their ability to provide financially supported advertisements. Key findings show that the lack of previous research and the lack of financial support from government and investors limit organizations in developing their own unique marketing strategies and measurement models/methodology. The outcomes of the analysis have given an increased understanding of destination marketing and measurement techniques amongst destination marketing companies, in general and within Latvia, by improving their understanding of tourist perceptions, preferences and needs. Furthermore, it is clear that the findings of this research can be used in the development of advertising efficiency. By determining the forceful channels and methods of advertising and eliminating the opposite - the ones that are rather a waste of resources, it is only self-explanatory that Latvia as a tourism destination would grow and prosper. Author at the end of this study was able to propose model by which destination marketing organizations could strengthen their current and future advertisement strategies.