Title

Identifying the Success factors of Web-based Marketing Strategy: An Investigations of Convention and Visitors Bureaus in the United States

Keywords

convention and visitors bureaus, Internet marketing, information technology, success factors

Abstract

American convention and visitors bureaus are trying to adjust their marketing strategy to incorporate the Internet but have achieved mixed results. This study examines the factors affecting the success of Web-based marketing strategies by American convention and visitors bureaus. The results of this study indicate that successful Web marketing strategies require the integration and coordination of three complementary aspects of the Internet marketing efforts as well as favorable organization and technology environment and innovative approaches. Discussion and implications are provided based on the results of the study.

Publication Date

2-1-2006

Original Citation

Wang, Y. C., and Fesenmaier, D. R. (2006). Identifying the Success factors of Web-based Marketing Strategy: An Investigations of Convention and Visitors Bureaus in the United States. Journal of Travel Research, 44(3), 239-249.

Number of Pages

239-249

Document Type

Paper

Language

English

Source Title

Journal of Travel Research

Volume

44

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

This document is currently not available for download.

http://dx.doi.org/0.1177/0047287505279007

" title="View via DOI" target="_blank" class="btn" > View via DOI


Share

COinS