Futuring Internet Marketing Activities Using Change Propensity Analysis

Keywords

Internet marketing, destination marketing organization, convention and visitor bureau

Abstract

The purpose of this study was to examine the current use and predict future Web-based marketing activities of U.S. convention and visitor bureaus. A survey was sent to 600 randomly selected American convention and visitor bureaus with a focus on assessing the applications included in the bureaus’ Web sites, their Web site promotion techniques, and customer relationship management programs in relation to these Web sites. The results indicate that most bureaus’ Internet marketing activities are relatively limited, focusing on providing travel information to prospective visitors. Future trends of Internet marketing activities were then evaluated using change propensity analysis (CPA) and suggest a number of emerging activities that will be adopted during the next few years. The implications of the findings are then discussed.

Publication Date

11-1-2006

Original Citation

Wang, Y. C, Hwang, Y., and Fesenmaier, D. R. (2006). Futuring Internet Marketing Activities Using Change Propensity Analysis. Journal of Travel Research, 45(2), 158-166.

Number of Pages

158-166

Document Type

Paper

Language

English

Source Title

Journal of Travel Research

Volume

45

Issue

2

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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