''Effect of TV shows on outbound tourism: empirical evidence from Ukraine''
( 2016, Vol. 36 No.2 )
This paper using gravity model estimates the effect of ‘Heads or Tails' TV show on outbound tourism in Ukraine. Our results indicate that country specific episode aired in the first week of January increases outbound Ukrainian tourism to that country by at least 49%. The same positive effect is valid for alternative regression models that account for presence of zero observations.
