|Agency: Smarter Communications
|Authors: Mark Ellis, Graham Hawkey-Smith, Jeremy Aspinall, Justine Kwaan, Chris Robinson and Joanna Royle
Yorkshire Tourist Board – Back to basics
1.1 AN INTRODUCTION TO YORKSHIRE TOURIST BOARD
YTB has a remit to grow tourism revenue from outside the region. It is funded by Yorkshire Forward, one of England's nine Regional Development Agencies, which in turn is sponsored by the DTI.
1.2 MEASURES OF SUCCESS
A key factor in measuring ROMI lies in calculating contribution margin. The tourism revenue calculated in our model includes everything from camping and caravanning to museum tickets and hotel nights,...