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首页> 外文期刊>Journal of Hospitality Marketing & Management >Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective
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Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective

机译：评估基于Web的目的地营销活动：关系营销的角度

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摘要

This study aims to assess the Web-based destination marketing activities employed by American Convention and Visitors Bureaus (CVBs). Empirical data was collected via a survey from 260 CVBs in the USA. The research results reveal that organizational size, financial resources and management team's technological expertise are the dominating factors affecting the effective implementation of each of the four functions of Web-based marketing activities (i.e., information, communication, transaction, and assurance) as well as the overall effectiveness of these activities. The findings suggest that CVBs should use Web-based marketing activities under the guidance of relationship marketing principles. However, the research findings further imply that this is a challenging process which requires investment of considerable resources and organizational support. This study contributes to the body of knowledge by providing empirical evidence on this relatively under researched area. The research findings will be of interest to destination marketing organizations.
机译：这项研究旨在评估美国会议和访客局（CVB）进行的基于Web的目的地营销活动。通过对美国260家CVB的调查收集了经验数据。研究结果表明，组织规模，财务资源和管理团队的技术专长是影响基于Web的营销活动的四个功能（即信息，沟通，交易和保证）的有效实施的主要因素。这些活动的整体效果。研究结果表明，CVB应该在关系营销原则的指导下使用基于Web的营销活动。但是，研究结果进一步表明，这是一个具有挑战性的过程，需要投入大量资源和组织支持。这项研究通过提供有关该研究相对不足的领域的经验证据，为知识体系做出了贡献。研究结果将是目的地营销组织感兴趣的。

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