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.

[img] PDF (Published Version) - Published Version
Restricted to Repository staff only

View at Publisher Website: http://www.cauthe.org
 
5


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 (Refereed Research Paper - E1)
Keywords: consumer website traffic; posts; richness; interactivity; destination tourism
Related URLs:
ISBN: 978-0-9870507-6-2
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%
Downloads: Total: 5
More Statistics

Actions (Repository Staff Only)

Item Control Page Item Control Page