This volume provides specific answers to hard questions about how to create valid metrics to measure the effectiveness of tourism advertising and the usefulness of destination marketing websites. An extensive literature review describes 40 years of research on the effectiveness of tourism advertising and the slow advancement to using valid impact metrics field experiments with alternative ad treatment and placements. Several authors undertake information-usefulness audits on DMO destination management office websites and provide practical check lists. Tourism website comparisons include Maine, Massachusetts and New York