Relación entre inversión publicitaria y demanda turística a través de la teoría de la cointegración

1. Rodríguez Molina, Miguel Angel
2. Frías Jamilena, Dolores María
3. Polo Peña, Ana Isabel
4. Rodríguez-López, María Eugenia

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DOI: 10.15446/INNOVAR.V24N54.46706 DIALNET GOOGLE SCHOLAR lock_openOpen access editor

More publications in: Innovar: revista de ciencias administrativas y sociales

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Abstract

The study of advertising efficiency consists in an area of interest for the literature. The aim of this paper is to propose a model that relates investment in advertising with demand in the tourism sector. A methodological enables s to predict short-term tourism demand based on the explanatory variable "investment in advertising." The application undertaken demonstrates that both variables -tourism demand and investment in advertising- are cointegrated and it becomes evident that investment in advertising affects tourism demand. The results reached have interesting implications for the professional sector.

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