Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective

From Physical Marketing to Web Marketing: The Web-Marketing Mix

Reviews the criticism on the 4P Marketing Mix framework as the basis of traditional and virtual marketing planning. Argues that the customary marketing management approach, based on the popular Marketing Mix 4Ps paradigm, is inadequate in the case of virtual marketing. Identifies two main limitations of the Marketing Mix when applied in online environments namely the role of the Ps in a virtual...

Predicting Hotel Demand Using Destination Marketing Organizations’ Web Traffic Data

(2014). Predicting hotel demand using destination marketing organizations' web traffic data. Introduction Forecasting future hotel guest arrivals and occupancy rates is a key aspect of hotel revenue management (Weatherford and Kimes 2003). Accurate forecasting is crucial to enable hoteliers to appropriately allocate hotel resources and fix pricing strategies (Weatherford and Kimes 2003). Tradit...

Relationships and Relationship Marketing: An Interdisciplinary Perspective

This is a conceptual paper that discusses and presents a research project concerned with relationships and relationship marketing. The paper shows that the concept of relationship marketing is in the early stages of development, besides the huge amount of books written about the subject. We highlight that the boundaries of relationship marketing are permeable and elastic. Relationship marketing...

Blog success factors: Opportunities for destination marketing

This exploratory study discusses the opportunities for tourism destination marketing organizations to communicate successfully their attractions and offerings through user generated blog content. Key features of effective blogs are identified through netnography of three major blog platforms.

Assessing Marketing Strategy Performance