Understanding the web maturity of Polish DMOs
Autor: | Lorenzo Cantoni, Łukasz Stokłosa, Elena Marchiori |
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Rok vydání: | 2019 |
Předmět: |
Marketing
Knowledge management business.industry Strategy and Management 05 social sciences Destination management Maturity (finance) Online advertising Information and Communications Technology Tourism Leisure and Hospitality Management 0502 economics and business 050211 marketing Social media Business Business and International Management Human resources 050212 sport leisure & tourism Tourism |
Zdroj: | Journal of Destination Marketing & Management. 11:192-199 |
ISSN: | 2212-571X |
Popis: | In recent years, online communication has become an integral part of the functioning of different institutions and enterprises. This includes the area of tourism. Due to the immense marketing opportunities offered by information and communication technologies, it can be argued that destination management organizations (DMOs) around the world should rise to the challenge of climbing to the next level of ‘web maturity’. The aims of this study are focused on investigating and comparing the online marketing activities of selected Polish DMOs in the years 2012 and 2016, as well as discovering and explaining the main motivations, facilitators and barriers to conducting such activities. The study is also an attempt to identify how any barriers encountered that are encountered may be overcome, and presents some potential solutions and good practices for DMOs to learn from. The results of the study show that Facebook is still the most popular social media platform used by Polish tourist organizations. Current trends are mainly focused on mobile applications development. In turn, there is a lack of relevant skills, financial and human resources, which are the main barriers related to the increased use of web marketing. |
Databáze: | OpenAIRE |
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