Category
Aviation Finance
Supervisor
David Tan
Status
Future
Level
PhD
MSc
Man looking at departure screen

This project utilises portfolio investment theory within the context of determining an optimal marketing expenditure budget for tourism destinations. Tourism flows from different markets can be viewed as risk and return investments that are influenced by the tourism destination's marketing budget allocations. Using traditional finance theory, marketing budgets can be optimised to minimise risk (tourism flow volatility) and maximise returns (visitors to the destination).