Relacion entre inversion publicitaria y demanda turistica a traves de la teoria de la cointegracion

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.