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

Keywords

Destination marketing, destination marketing systems, Internet marketing, Website sophistication, organizational factors

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.

Publication Date

10-11-2008

Original Citation

Wang, Y.C. (2008). Examining the Level of Sophistication and Success of Destination Marketing Systems: Impacts of Organizational Factors. Journal of Travel and Tourism Marketing, 24(1), 81-98.

Number of Pages

81-98

Document Type

Paper

Language

English

Source Title

Journal of Travel and Tourism Marketing

Volume

24

Issue

1

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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