Abstract

RODRIGUEZ MOLINA, Miguel Ángel; FRIAS JAMILENA, Dolores Maria; POLO PENA, Ana Isabel  and  RODRIGUEZ LOPEZ, María Eugenia. The relationship between investment in advertising and tourism demand through cointegration theory. Innovar [online]. 2014, vol.24, n.54, pp.167-182. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v24n54.46706.

The study of advertising efficiency consists in an area of interest for the literature. The aim of this paper is to propose a model that relates investment in advertising with demand in the tourism sector. A methodological enables s to predict short-term tourism demand based on the explanatory variable "investment in advertising." The application undertaken demonstrates that both variables -tourism demand and investment in advertising- are cointegrated and it becomes evident that investment in advertising affects tourism demand. The results reached have interesting implications for the professional sector.

Keywords : Tourism demand; investment in advertising Cointegration.

        · abstract in Spanish | French | Portuguese     · text in Spanish     · Spanish ( pdf )