Abstract

koristeci log-lineami model, Cilj je izmjeriti sveukupni pov-rat u oglasavanje uz istovremeno povedanje novöane ustede i smanjenje tehnoloske ekonomije razmjera u oglasivanju, Intenzitet oglasavanja varira od niskih 2,5 % za kockamice i trkaée staze do 5 % za krsta-renja i preko 10 % za hotele, Rezultati pokazuju uspjesnost oglasavanja kao alata za maksimiziranje za-rade i vrijednost tvrtke u turizmu, KLJUCNE RIJECI: stupanj utjecaja oglasavanja (DAL), hotelska industrija, turizam, SUMMARY: Advertising provides growth in sales volume for the new products and services. The hospitality industry relies heavily on advertising through travel journals and travel sections of print me-dia, television media, and the internet. The hospitality industry encompasses hotels, cruise lines, theme parks and holiday resorts. The motivation for this study stems from the belief that the results can be used by managers in the four segments of the industry to establish promotional strategy based on efficacy. The focus of this paper is to investigate the long-term relationship betv/een accounting defined changes in earnings and changes in advertising expenditure by estimation of the degree of advertising leverage-a measure similar to degree of total leverage. This study develops and measures the earnings elasticity of