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velopment of the community.
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gross
net
total value as a basis for evaluating the performance of the
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The CVB as a Non-prot Organization
The tax exemption for busi
line of business generally refers either to an entire
commerce is that the former must promote the common business inter
the common business interests of persons within a community or simi
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ment of business leagues to promote the public welfare by improving
it is not unreasonable to suspect that the purposes of the CVB may not
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Traditional CVB Performance Measures
right things
the things right
sicsic
re-
turninvestment
Visitor spending generated by the CVBs efforts
Total CVB opeerating costs=ROI(Gross,Market,Overall)
This measures gross, market-valued, overall benets
may be variations on measures of returninvestment
clearly and
signicantly generated
net benet that CVB activi
right
way
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of right things
returninvestment
total value
total values
Total Value CVB Performance Measures
market
valuetotal value
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Net Benets to the Tourism Industry
the CVB.
Industry Profits generated by CVBs efforts
Total CVB Operatiing Costs=ROI (Net, Total, Industry)
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Net Benets to the Tourists
simply by the operating costs of the CVB.
Tourist Surplus generated by CVBs efforts
Total CVB Operatinng Costs =ROI (Net, Total, Tourists)
This ROI ratio measures NetTotalTourists in relation to total
Net Benets to Residents
The performance of the CVB from the perspective of community resi
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Total Residential Value generated by CVBs efforts
Total CVB Operating Costs=ROI (Net, Total, Residents)
This ROI ratio measures NetTotalResidents in relation to the
Aggregate Net Benets
public investment.
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Industry Profits+Tourist Surplus+Residential Value generateed by CVBs efforts
Total CVB Operating Costs
=ROI (Net, Totaal, All Stakeholders)
Example of Total Value Performance Measures
Performance Reporting Handbook
Visitor Spending generated by the CVBs efforts
Total CVB Opeerating costs
$150.5 million
$4.0 million
==
3
76
.
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Industry Profits
Total CVB Operating Costs
=
−
=
150 5 143 0
40
7..
.
..
..
5
40 19==ROI (Net, Total, Industry)
analysis
Tourist Surplus
Total CVB Operating Costs
=
+
=
15 020
40
17 0
4
..
.
.
.. .
043==ROI (Net, Total, Tourists)
6208-082_Mook.indb 178 9/21/2012 8:30:56 AM
elsewhere.
services.
Such investments ben
taxes.
lion to local employees.
Total Residential Value
Total CVB Operating Costs
=
++23 41.. .55 111
40
51
40
13
++−
==
=
.
.
..
ROI (Net, Total, Residents)
6208-082_Mook.indb 179 9/21/2012 8:30:57 AM
Industry Profits+Tourist Surplus+Residential Value
Total CVBB Operating Costs
ROI (Net, Total, All
=
++
==
75 17 5 1
40
74
..
.
.SStakeholders)
they serve.
Conclusions
This chapter proposes a new per
as a novel way to measure the performance of CVBs from a more com
prehensive social value perspective. A simple example illustrates how
improvement.
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NOTES
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the CVB.
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opportunity costs.
scribe a measurement of the value of cultural heritage.
tural sites.
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and tourism
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hp://ertr.tamu.edu
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Nonprots
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