An Assessment of Innovation in Web Marketing: Investigating American Convention and Visitors Bureaus
نویسندگان
چکیده
Innovation has become an increasingly important issue for tourism businesses. The goal of this study was to evaluate innovation in Web marketing by American convention and visitors bureaus and the contribution of website features to the overall success of their Web marketing programs. The results indicate that innovation in Web marketing has been limited in that the majority of the American CVBs focus on basic content provision and website promotional activities. The findings also indicate that there is a perceived gap between the investment in innovative website features and their contribution to the overall Web marketing success.
منابع مشابه
Innovation in the Web Marketing Programs of American Convention and Visitor Bureaus
It is generally acknowledged that innovation is an important source for competitive advantage among tourism destinations. The goal of this study was to identify and assess the nature of innovation by American convention and visitors bureaus. In particular, this study examined the extent, timeliness, and continuity of innovation in Web marketing efforts and the perceived contribution of this inv...
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