지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 453 - 473 (21page)
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초록· 키워드
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Despite the Internet"s increasing importance as an effective marketing tool among destination marketing organizations (DMO), there has been limited tourism research on identifying the Web marketing effectiveness of DMO websites in the Asia-Pacific Economic Cooperation (APEC) region. This study applied the modified balanced scorecard (BSC) to evaluate DMO websites for four destinations: Korea, Australia, Las Vegas in the United States, and Singapore. A comparison of DMO websites for the four destinations was conducted to determine the differences from the technical, marketing, customer, and destination information perspectives and to identify strengths and weaknesses in Web marketing. The results reveal that while NTO websites provide more customized service to each target market and focus on fundamental destination information, CVB websites such as the Las Vegas Convention and Visitors Authority and the Singapore Tourist Board focus on practical and specific travel information and use online transactions and reservations. One of the weaknesses of Korean Tourist Organization site is a lack of external links for different target markets and partnerships with travel professionals and local organizations. The results of this study are expected to help DMO marketers improve their Web marketing strategies for an effective Internet marketing tool in order to attract more tourists.
목차
Abstract
Ⅰ. Introduction
Ⅱ. Literature Review
Ⅲ. Research Methodology
Ⅳ. Results of Content Analysis
Ⅴ. Discussion and Conclusion
References
참고문헌 (27)
참고문헌 신청
1. [학술지(정기간행물)] - Buhalis, D. / 1998 / Strategic use of information technologies in the tourism industry / Tourism Management 19 (5) : 409 ~ 421
2. [학술지(정기간행물)] - Buhalis, D. / 2000 / Marketing the competitive destination of the future / Tourism Management 21 (1) : 97 ~ 116
3. [학술지(정기간행물)] - Douglas, A. / 2004 / Staying aflot in the tropics: applying a structural equation model approach to evaluating national tourism organization websites in the Carribean / Journal of Travel & Tourism Marketing 17 (2/3) : 269 ~ 293
4. [학술지(정기간행물)] - Feng, R. / 2003 / East versus west : a comparison of online destination marketing in China and the USA / Journal of Vacation Marketing 10 (1) : 43 ~ 56
5. [단행본] - Gartrell, R. B. / 1994 / Destination Marketing for Convention and Visitor Bureaus / Kendall/Hunt Publishing
2. [학술지(정기간행물)] - Buhalis, D. / 2000 / Marketing the competitive destination of the future / Tourism Management 21 (1) : 97 ~ 116
3. [학술지(정기간행물)] - Douglas, A. / 2004 / Staying aflot in the tropics: applying a structural equation model approach to evaluating national tourism organization websites in the Carribean / Journal of Travel & Tourism Marketing 17 (2/3) : 269 ~ 293
4. [학술지(정기간행물)] - Feng, R. / 2003 / East versus west : a comparison of online destination marketing in China and the USA / Journal of Vacation Marketing 10 (1) : 43 ~ 56
5. [단행본] - Gartrell, R. B. / 1994 / Destination Marketing for Convention and Visitor Bureaus / Kendall/Hunt Publishing
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