Publicado

2014-10-01

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

The relationship between investment in advertising and tourism demand through cointegration theory

Relação entre investimento publicitário e demanda turística através da teoria da cointegração

DOI:

https://doi.org/10.15446/innovar.v24n54.46706

Palabras clave:

Demanda Turística, Inversión Publicitaria, Cointegración (es)
Tourism demand, investment in advertising Cointegration (en)
Demanda turística, investimento publicitário, integração (pt)

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Autores/as

  • Miguel Ángel Rodríguez Molina Universidad de Granada
  • Dolores María Frías Jamilena Universidad de Granada
  • Ana Isabel Polo Peña Universidad de Granada
  • María Eugenia Rodríguez López Universidad de Granada

El estudio de la eficacia publicitaria constituye un área de interés para la literatura. El objetivo de este trabajo es proponer un modelo que relacione la inversión publicitaria con la demanda para el sector turístico. Se aporta una aplicación metodológica que permite realizar predicciones de la demanda turística a corto plazo a partir de la variable explicativa "inversión publicitaria". En la aplicación llevada a cabo se comprueba que ambas variables -demanda turística e inversión publicitaria- están cointegradas y se pone de manifiesto que la inversión publicitaria influye en la demanda turística. Los resultados alcanzados tienen implicaciones de interés para el sector profesional.

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.
O estudo da eficácia publicitária constitui uma área de interesse para a literatura. O objetivo deste trabalho é propor um modelo que relacione o investimento publicitário com a demanda para o setor turístico. É entregue uma aplicação metodológica que permite realizar previsões da demanda turística no curto prazo a partir da variável explicativa "investimento publicitário". Na aplicação realizada, fica comprovado que ambas as variáveis -demanda turística e investimento publicitário- estão integrados e fica claro que o investimento publicitário influencia na demanda turística. Os resultados atingidos têm implicações de interesse para o setor profissional.

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Cómo citar

Rodríguez Molina, M. Ángel, Frías Jamilena, D. M., Polo Peña, A. I., & Rodríguez López, M. E. (2014). Relación entre inversión publicitaria y demanda turística a través de la teoría de la cointegración. Innovar, 24(54), 167-181. https://doi.org/10.15446/innovar.v24n54.46706

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