Adoption and impact of marketing performance assessment systems among travel agencies

What is it about?

Proactive marketing strategies must be supported by a comprehensive Marketing Performance Assessment System (MPAS). The adoption of a well-designed MPAS has a positive impact on firm performance, provided that it specifies: -which performance dimensions should be measured; -through which indicators and with which frequency; -a target level of performance to be met for each indicator; -who in the organization is in charge of preparing reports about the monitored indicators; -with what frequency and level of detail those reports should be produced; -who is charge of evaluating the results contained in the reports and make the related decisions

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Why is it important?

This study clarifies how to design an effective marketing performance measurement system (not only in tourism firms). Moreover, it shows that an effective marketing performance measurement system improves the overall performance.