Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective

Keywords

relationship marketing, destination marketing, tourism marketing, convention and visitor's bureaus, Web-based marketing

Abstract

This study aims to assess the Web-based destination marketing activities employed by American Convention and Visitors Bureaus (CVBs). Empirical data was collected via a survey from 260 CVBs in the USA. The research results reveal that organizational size, financial resources and management team's technological expertise are the dominating factors affecting the effective implementation of each of the four functions of Web-based marketing activities (i.e., information, communication, transaction, and assurance) as well as the overall effectiveness of these activities. The findings suggest that CVBs should use Web-based marketing activities under the guidance of relationship marketing principles. However, the research findings further imply that this is a challenging process which requires investment of considerable resources and organizational support. This study contributes to the body of knowledge by providing empirical evidence on this relatively under researched area. The research findings will be of interest to destination marketing organizations.

Publication Date

4-1-2009

Original Citation

Cobos, L., Wang, Y.C., Okumus, F. (2009). Assessing the web-based destination marketing activities: A relationship marketing perspective. Journal of Hospitality Marketing and Management. 18(4), 421-444.

Number of Pages

421-444

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

18

Issue

4

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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