Factors influencing domestic 
      tourism in the UK and abroad 
      and the role of publicly funded 
      domestic tourism marketing
      A rapid evidence assessment
      Hui Lu, William Phillips, Joe Francombe, 
      Fay Dunkerley, Charlene Rohr
         For more information on this publication, visit www.rand.org/t/RRA179-1
          
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       Preface 
       This report has been produced for the UK Department of Digital, Culture, Media & Sport (DCMS). It 
       presents findings of a rapid evidence assessment review of peer-reviewed papers, reports and other grey’ 
       literature on the factors that influence the decision to take domestic holidays, and the role of publicly funded 
       domestic tourism marketing in that decision-making process. A secondary aim was to identify research gaps, 
       where they exist. No additional empirical analysis has been undertaken for this work. 
       While the primary audience for the document is DCMS, it may be of wider interest to agencies who are 
       interested in domestic tourism and the role of publicly funded domestic marketing campaigns.  
       RAND Europe is an independent not-for-profit policy research organisation that serves the public interest 
       by improving policymaking and informing public debate. Our clients are European governments, 
       institutions and companies with a need for rigorous, impartial, multidisciplinary analysis. This report has 
       been peer-reviewed in accordance with RAND's quality assurance standards – see 
       https://www.rand.org/about/standards/ – and therefore may be represented as a RAND Europe product. 
       For more information about RAND Europe or this document, please contact: 
       Charlene Rohr 
       RAND Europe 
       Westbrook Centre 
       Milton Road 
       Cambridge CB4 1YG 
       United Kingdom 
       Tel. +44 (1223) 353 329 
       crohr@randeurope.org 
        
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