SWEEPSTAKES PROMOTIONS TO BUILD DATABASE FOR PROMOTING INTERNATIONAL TOURISM DESTINATIONS

This article discusses the importance of a tourism-oriented database to promote tourism destinations and how sweepstakes promotions can be utilized in developing a sophisticated database for more effective destination marketing. The article presents various ways databases can be utilized by domestic and international destination marketers. Sweepstakes promotions can be effective in promoting international tourism and attracting potential tourists to desired destinations of the sponsoring countries. In addition, they can also be used to develop a sophisticated database from sweepstakes entrants. Such a database could be used to design more effective relationship marketing strategies. Finally, the article presents several managerial implications for building a more effective database from targeted sweepstakes.