Generating first time visiting consumer website traffic: a live case study
Cassidy, Leonie J., Hamilton, John, and Tee, SingWhat (2015) Generating first time visiting consumer website traffic: a live case study. In: Proceedings of the 25th Annual Council for Australasian University Tourism and Hospitality Education Conference. pp. 88-100. From: CAUTHE 2015: 25th Annual Council for Australasian University Tourism and Hospitality Education Conference: rising tides and sea changes, 2-5 February 2015, Gold Coast, QLD, Australia.
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Abstract
Traffic into a tourism website arises when the consumer is sufficiently motivated, and when they perceive the website may deliver an appropriate suite of desired outcomes. In this study a tourism website is progressively developed through static, then interactive, and then into dynamic formats. Six stages of increased website richness are used to show differential offerings can contribute to a corresponding growth in first-time visiting consumer website traffic. When sequenced, and released in close succession, Facebook posts are shown to boost first-time visiting consumer website traffic. By including, and maintaining, the currency across all six stages of website development, successful consumer-targeted destination tourism websites can be delivered.
| Item ID: | 40270 |
|---|---|
| Item Type: | Conference Item (Research - E1) |
| ISBN: | 978-0-9870507-6-2 |
| Keywords: | consumer website traffic; posts; richness; interactivity; destination tourism |
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| Date Deposited: | 30 May 2016 00:11 |
| FoR Codes: | 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 50% 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1503 Business and Management > 150307 Innovation and Technology Management @ 50% |
| SEO Codes: | 89 INFORMATION AND COMMUNICATION SERVICES > 8999 Other Information and Communication Services > 899999 Information and Communication Services not elsewhere classified @ 50% 90 COMMERCIAL SERVICES AND TOURISM > 9099 Other Commercial Services and Tourism > 909999 Commercial Services and Tourism not elsewhere classified @ 50% |
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