A destination case study of marketing tourism online: Banff, Canada

Abstract

This paper focuses on the marketing of tourism and hospitality operations online. It examines the current Internet marketing efforts or tourism operators from Banff in the Canadian Rockies, and draws from website statistics and data for over 100 tourism operations. Doing so, it highlights the latest trends in the use of the Internet as a marketing tool for operators, tourism website development and the use of the Internet for travel planning.

Determinants And Effects Of Applying Electronic Marketing In Alexandria Hotels: Current Status And Future Trends

“…Therefore, the rapid adoption of Internet marketing by hotels has yielded myriad studies of hospitality Internet adoption and its impact on hotel operation [3]. Many studies discussed the current stand of and potential role of internet in marketing and promoting tourism destinations [4][5][6][7][8]. This progress is also apparent in studies further considering hotel website dimensions and attributes and their effect on the perceptions of online browsers and purchasers, such as those of [9][10][11].…”

“…No plan exists to target leisure, corporate, and group markets "P.1.4", despite that many studies affirmed the interactive role of website in marketing [6,12]. Top referral sources have not been identified "P.1.5", thereby losing a remarkable opportunity of visibility, as determined by the studies of comScore and MacManus [32,35].…”

“…Merono-Cerdan and SotoAcosta evaluated 228 Spanish firms and found a positive relationship between web content and firm performance [26]. Websites help hotels bypass intermediaries, sell their services and products directly to the customer, reduce costs of fees and commissions by shifting transactions from intermediaries to the hotels' own facilities through direct connection and websites, and gain some call center productivity when callers have already checked information on the web [6,29,39].…”

“…However, website-interactivity-related procedures were generally not applied; "Procedures 2.7, 2.9, 2.10, 2.15and 2.17", despite its role in creating and mediating dialogue between the hotel and identified customers [6,14]. Other website-enriching practices were also ignored; "Procedures2.19, 2.20, and 2.23".Mills and others concluded that it is wise for hotel and tourism companies to ensure that those with visual impairments, an unlimited number of potential consumers, are easily able to use their websites [28].…”

Perceived Benefits and Management Commitment to E‐business Usage in selected Ghanaian Tourism Firms

“…E-business and technology research carried out in respect of the tourism has included work carried out in the United Kingdom (Wood, 2001), United States (Tierney 2000), Taiwan (Wan, 2002), Canada (Hudson and Lang, 2001) and Greece (Vrana and Zafiropolous, 2006). Internet and e-business that relates to the tourism industry has also been conducted from a strategic perspective research (Buhalis, 1998 andBaines, 1998) and from a value chain perspective (Wynne et al, 2001).…”