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| Author: | Han, J-M. Mills, J. E. |
| Title: | The use of problematic integration theory to asses destination online promotion activities: the case study of Australia.com in the United States market |
| Journal: | Journal of Travel & Tourism Marketing
2006 : VOL. 20:3/4, p. 93-106 |
| Index terms: | Australia internet promotion travel |
| Language: | eng |
| Abstract: | This article uses problematic integration theory to assess destination online promotional activities often used to influence consumer travel purchase behavior. This model focuses on the link between consumers' online brand preference drivers (differentiation, quality, and value) and online market data (price, distribution, wen presence, promotions, direct online communication tool and ad identification) This article shows that Australia.com is well-designed travel guide that provides and emphasizes its aesthetic aspect, but the website's interactive aspects could also be improved. |
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