Thesis Abstract and Dissertation Abstracts
The Use of Online Marketing Communications by Destination Management Organisations: A European Perspective
Abstract Category: Other Categories
Course / Degree: B.A.(Hons) Tourism Studies
Institution / University: University of Malta, Malta
Published in: 2005
This study develops a detailed overview of the Internet as a unique and powerful communications platform and investigates the usage of the new approaches in online
marketing communications in the tourism industry and to destination marketing in particular. This research focuses on the major European Destination Management Organisations (DMOs) and their current use and perceptions of the online marketing communications. The primary aim of the study was to gain a better understanding of how European DMOs use the online marketing communication tools available on the
Internet for destination marketing. In addition, the usage of these online marketing communication tools by online visitors on a European DMO Web site was also investigated.
Analyses of data, collected through two Internet surveys, identified the usage of the online marketing communications by the major European DMOs and by online
visitors on a European DMO Web site. Explanations for any interdependency between the usage of the online marketing communication tools by European DMOs and their online visitors are also presented from an examination of the empirical data obtained from this study, along with advice for best practice.
Thesis Keywords/Search Tags:
online marketing communications, destination management organisations, offline marketing communications
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Submission Details: Thesis Abstract submitted by Ivan Gauci from Malta on 11-Jan-2006 21:33.
Abstract has been viewed 3084 times (since 7 Mar 2010).
Ivan Gauci Contact Details: Email: van_gau77@hotmail.com
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