Title

Examining the Level of Sophistication and Success of Destination Marketing Systems: Impacts of Organizational Factors

Authors

Authors

Y. C. Wang

Comments

Authors: contact us about adding a copy of your work at STARS@ucf.edu

Abbreviated Journal Title

J. Travel Tour. Mark.

Keywords

Destination marketing; destination marketing systems; Internet; marketing; Website sophistication; organizational factors; ABSORPTIVE-CAPACITY; E-BUSINESS; INTERNET; ADOPTION; TECHNOLOGY; MANAGEMENT; INNOVATION; INDUSTRY; DETERMINANTS; ORIENTATION; Hospitality, Leisure, Sport & Tourism

Abstract

Great variations have been observed in the sophistication, interactivity and quality of the destination marketing systems operated by destination marketing organizations (DMOs). This paper argues that DMOs' Website characteristics (i.e., sophistication and interactivity) have a great impact on the success of their online marketing activities. It also argues that DMOs' organizational factors not only determines the level of sophistication of their marketing system, but also defines the level of success with their Web-based marketing efforts. The study provides empirical evidence to support the notion that the sophistication level of destination marketing systems does positively impact the performance of DMOs' Web-based marketing efforts. The results of the study show that three organizational factors have the most impact on Web marketing success: technology competence, organizational innovativeness, and absorptive capacity. It also shows that two organizational factors have significant impact on Website sophistication: organizational innovativeness and financial commitment. Discussions and implications are provided based on the study results. doi: 10.1300/J073v24n01_06 [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: < docdelivery@haworthpress.com > Website: < http://www.HaworthPress.com > (C) 2008 by The Haworth Press. All rights reserved.]

Journal Title

Journal of Travel & Tourism Marketing

Volume

24

Issue/Number

1

Publication Date

1-1-2008

Document Type

Article

Language

English

First Page

81

Last Page

98

WOS Identifier

WOS:000207740600006

ISSN

1054-8408

Share

COinS