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Visit Gainesville Advertising Conversion Study (2012-2013)

Published: April 5th, 2013

Category: Grants

The purpose of this study is to ascertain, utilizing a survey instrument, the overall effectiveness and return on investment of Visit Gainesville/Alachua County Visitors and Convention Bureau’s (VG/ACVCB) promotional efforts to attract visitors to Gainesville/Alachua County, Florida. By a determination of the conversion rate of information inquirers to tourists to the county, Visit Gainesville will be able to best document a favorable return on investment for the expenditure of tax dollars. This study will examine: 1) traveler characteristics, 2) information about traveler’s recent trip(s) to Gainesville/Alachua County (if applicable), and 3) marketing impacts of Visit Gainesville’s Visitors Guide, website, and social media accounts including Facebook, Twitter, and Pinterest. This project is led by Dr. Lori Pennington-Gray and her doctoral student, Ashley Schroeder.  The project is funded by Visit Gainesville/Alachua County Visitors and Convention Bureau.

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