Advanced analytical methods in tourism marketing research: usage patterns and recommendations

Authors

Josef Mazanec, Vienna University
Amata L. Ring, University of WollongongFollow
Brigitte Stangl, University of Surrey
Karin Teichmann, University of Innsbruck

RIS ID

100590

Publication Details

Mazanex, J., Ring, A. L., Stangl, B. & Teichmann, K. (2014). Advanced analytical methods in tourism marketing research: usage patterns and recommendations. Routledge Handbook of Tourism Marketing (pp. 181-196). United States: Taylor and Francis.

Link to publisher version (URL)

Taylor and Francis

Abstract

[extract] When the American Marketing Association launched its Journal of Marketing Research in 1963, it triggered off what is nowadays called the 'multivariate revolution' in marketing. It took about a decade for marketing researchers to discover the intriguing application aea of tourism that poses plenty of challenges for advanced analytical methods.