This research analyzes 18 global digital tourism marketing campaigns through a quantitative model incorporating the conversion measures, cost-efficiency measures, and spending-based return on investment (ROI). Findings indicate a mean gross conversion rate of 43% but a significantly lower mean net conversion rate of 18% with the difference between them being the overestimation of the effectiveness when pre-booked visitors are not taken into account. The average ROI was 10:1, though there was vast diversity between campaigns, the best ROI was 6 campaigns with an ROI of 15:1, and the worst ROI was 6 campaigns with an ROI of 2:1. The analysis of the correlation shows that there is a strong positive correlation between ROI, campaign cost, and contact volume as well as visitor expenditure which implies the existence of economies of scale. The generic campaigns far surpassed the niche campaigns in the ROI and revenue generation although the implementation costs were greater.
Keywords
Digital Tourism Marketing, Return on Investment, Conversion Rates, Campaign Evaluation, Destination Marketing Organizations, Cost-Effectiveness Analysis.
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Liza Chung Lee
Faculty of Arts, National Major University of San Marcos, Lima 15081, Peru.
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Liza Chung Lee, “A Framework for Measuring ROI in International Digital Tourism Marketing”, Journal of Enterprise and Business Intelligence, vol.6, no.2, pp. 112-120, April 2026. doi: 10.53759/5181/JEBI202606012.
