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The main goal of this paper is to propose a model of optimization of DMOs' marketing communication via internet. In this context, special attention is paid on measuring and optimizing communication strategies of DMO-s and linking the effects of campaigns carried out by the DMO with business results of tourism products providers. The proposed model of optimization contributes to the important task of DMOs: justifying to stakeholders the spent of budget by proving return on investment indoi:10.5281/zenodo.41838 fatcat:l3cros3psnbhbaj4m25fgvesoe