Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/20062
Title: Linking marketing efforts to financial outcome : an exploratory study in tourism and hospitality contexts
Authors: Denizci Guillet, B 
Li, X
Keywords: Marketing efforts
Financial performance
Tourism and hospitality industries
Issue Date: 2009
Publisher: SAGE Publications
Source: Journal of hospitality and tourism research, 2009, v. 33, no. 2, p. 211-226 How to cite?
Journal: Journal of hospitality and tourism research 
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.
URI: http://hdl.handle.net/10397/20062
ISSN: 1096-3480
EISSN: 1557-7554
DOI: 10.1177/1096348008329871
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