Assessment of marketing management performance audit practices of tourist destinations Online publication date: Thu, 21-Jun-2018
by Xin Xia
International Journal of Tourism Policy (IJTP), Vol. 8, No. 2, 2018
Abstract: This study helps to fill the gap between the current practices of marketing management performance audit of tourist destinations and the recent advancements in the theories of program evaluation and marketing audit. The study applies perspectives from these two theories to describe five relevant activities for managing destination marketing programs: scanning, planning, implementation, assessing, and administering. The analysis proposes impact assessments to improve practices in marketing management performances audit via checklists. The proposed checklists serve as a management tool by auditors and by tourist destination administration executives to enhance the effectiveness of their marketing efforts. Using the checklists, this study takes the initial step to meta-evaluate ten marketing management audit reports, identifying good and bad practices manifested. The findings indicate that substantial improvements are possible in the practice of management performance auditing, and the proposed checklist may ensure both high quality auditing practices and effective destination marketing practices.
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