Allocating a Promotion Budget

Describes a preliminary model for assisting national tourism organizations (NTOs) in the allocation of promotional budgets to international travel markets so as to optimize their marketing objectives. The model (TOUREX) is a knowledge‐based system. Discusses findings (that allow enhancement and refining of the model) from in‐depth interviews conducted with 12 European NTOs as part of a wider study both to improve the model and expand the knowledge base.