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
Copyright Status
Unknown
Copyright Date
2006
College
Rosen College of Hospitality Management
Location
Rosen College of Hospitality Management
STARS Citation
Wang, Youcheng and Fesenmaier, Daniel R., "Identifying the Success factors of Web-based Marketing Strategy: An Investigations of Convention and Visitors Bureaus in the United States" (2006). Faculty Scholarship and Creative Works. 374.
https://stars.library.ucf.edu/ucfscholar/374