Assessing the Web-Based Destination Marketing Activities: A Relationship Marketing Perspective

Abstract

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.

Relationship Marketing and Customer Loyalty: Evidence From the Ghanaian Luxury Hotel Industry

“…Thus, the need for further research on relationship marketing in the first-class and luxury hotel segment, especially in different geographical contexts in our view is very important and timely. A further review of the literature indicates that most of the studies on relationship marketing in the hospitality industry were conducted in the West (Bowen & Shoemaker, 1998;Campbell, Nicholsen, & Kitchen, 2006;Cobos et al, 2009;Fyall, Callod, & Edwards, 2003) and recently Asia (Kim, Han, & Lee, 2001;Sin, Tse, Chan, Heung, & Yim, 2006). Our literature search indicates that there was no study on relationship marketing practices in the hospitality industry in Ghana even though recent events indicate that the sector is highly competitive.…”

Online relationship marketing and customer loyalty: a signaling theory perspective

“…This view is corroborated by Chen and Yen (2004) who suggest that reciprocity between firms and their customers online is the most prominent element of interactivity. Thus, firms use online tools such as e-mails to promote interactivity through frequent communication between themselves and their customers, in the form of responses, questions, comments, feedback and criticisms (Fang, 2012;Cobos et al, 2009). Per Jeon et al 2016, perceived website interactivity plays a critical role in inciting positive behavioral intentions among customers online.…”

The implementation of relationship marketing by independent Egyptian hotels

“…A study conducted by Grove and Fisk (2001) concluded that limited resources, lack of communication, lack of proper management, employees insufficient knowledge, legal regulations and restrictions and ownership issues were the most important barriers to marketing innovation. Similarly, Cobos et al. (2009) and Essawy (2011) found that a successful Web marketing strategy is influenced by organisational and environmental factors.…”

“…Broadly speaking, hotels with adequate financial resources will be better prepared for relationship marketing implementation. For example, the studies of Cobos et al (2009) and Lee (2004) reveal a positive relationship between financial slack and the adoption of Internet marketing. This argument could be applicable to the case of independent Egyptian hotels.…”

“…Organisational factors refer to a hotel’s readiness to deal with relationship marketing practices (Cobos et al., 2009). The present study identifies three possible organisational factors within this context: size, financial resources, and business experience.…”