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| Tekijä: | Wang, Y. |
| Otsikko: | Examining the level of sophistication and success of destination marketing systems |
| Lehti: | Journal of Travel & Tourism Marketing
2008 : VOL. 24:1, p. 81-98 |
| Asiasana: | marketing Internet success organizations |
| Vapaa asiasana: | destination marketing WWW |
| Kieli: | eng |
| Tiivistelmä: | Great variations have been noted in the sophistication (hereafter as: sphn.), interactivity and quality of the destination marketing (here as: d-m-g.) systems operated by d-m-g. organizations (DMOs). It is argued that DMOs' Website characteristics have a great impact on the success of their online marketing (as: m-g.) activities. It is also argued that DMOs' organizational (as: org-al.) factors both determine the level of sphn. of their m-g. system and also define the level of success with their Web-based m-g. efforts. In this study, empirical evidence is provided to support the notion that the sphn. level of d-m-g. systems does positively impact the performance of DMOs' Web-based m-g. efforts. Three org-al. factors are shown to have (as: s-t-h.) the most impact on Web m-g. success: i. technology competence, ii. org-al. innovativeness, and iii. absorptive capacity. In addition, two org-al. factors are s-t-h. significant impact on Website sphn.: i. org-al. innovativeness and ii. financial commitment. |
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