Destination marketing on the internet: a case study of Australian regional tourism authorities

Benckendorff, Pierre J., and Black, Neil L. (2000) Destination marketing on the internet: a case study of Australian regional tourism authorities. Journal of Tourism Studies, 11 (1). pp. 11-21.

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The study develops an overview of the Internet as a marketing medium and investigates its applicability to the tourism industry and to destination marketing in particular. The research focuses on Australian Regional Tourism Authorities (RTAs) and their current and future use and perceptions of the Internet. The evaluation of RTA Internet marketing efforts examines twelve elements grouped into four broad categories. The first category explores planning elements consisting of RTA marketing objectives and target markets. The second investigates web site design elements consisting of interactivity, navigation and functionality. Content elements such as readability, integrity, value-adding and marketing mix variables are assessed in the third category. The fourth category evaluates management elements consisting of site maintenance, promotion and resources.

Item ID: 26092
Item Type: Article (Research - C1)
ISSN: 1035-4662
Keywords: tourism; destination marketing; internet
Date Deposited: 11 Jul 2013 02:16
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150604 Tourism Marketing @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900303 Tourism Infrastructure Development @ 100%
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