The strategic value of advertising expenditures in the tourism and hospitality industry

被引：5

作者：

Qi, Rui ^{[1
]}

Cardenas, David A. ^{[1
]}

Mou, Xichen ^{[1
]}

Hudson, Simon ^{[1
]}

机构：

[1] Univ South Carolina, Columbia, SC 29208 USA

来源：

TOURISM ECONOMICS | 2018年 / 24卷 / 07期

关键词：

advertising; firm market value; longitudinal analysis; strategic value; RESEARCH-AND-DEVELOPMENT; FIRM VALUE; SALES; PERFORMANCE; COINTEGRATION; RECOGNITION; INFORMATION; RELEVANCE; DURATION; SERVICE;

D O I：

10.1177/1354816618786845

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

The purpose of this study is to investigate the strategic value of advertising expenditures in the tourism and hospitality industry. Adopting a market-based valuation approach and longitudinal analysis, this study assesses the magnitude of advertising value by comparing the magnitude of the value with those from other expenses and book value. Results show that the economic benefits from advertising expenditures, unlike other expenses, don't expire in the current period. Furthermore, advertising expenditures are significant strategic investments in intangible assets, providing greater future economic benefits than other assets. In addition, there is no significant heterogeneity regarding the effectiveness of advertising expenditures across subsectors in the tourism and hospitality industry.

引用

页码：872 / 888

页数：17

共 60 条

[1]

ABDELKHALIK AR, 1975, ACCOUNT REV, V50, P657

[2]

Agnes Cheng A.C., 1997, Managerial Finance, V23, P41, DOI DOI 10.1108/EB018650

[3] THE ECONOMIC WORTH OF CELEBRITY ENDORSERS - AN EVENT STUDY ANALYSIS [J].