Destination marketing on the Internet: A case study of Australian Regional Tourism Authorities

Benckendorff, Pierre J. and Black, Neil L. (2000) Destination marketing on the Internet: A case study of Australian Regional Tourism Authorities. Journal of Tourism Studies, 11 2: 11-21.

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Author Benckendorff, Pierre J.
Black, Neil L.
Title Destination marketing on the Internet: A case study of Australian Regional Tourism Authorities
Journal name Journal of Tourism Studies   Check publisher's open access policy
ISSN 1035-4662
Publication date 2000-05
Sub-type Article (original research)
Volume 11
Issue 2
Start page 11
End page 21
Total pages 11
Place of publication Townsville, Qld., Australia
Publisher James Cook University
Language eng
Abstract The study develops an overview of the Internet as a marketing medium and investigates its applicability to the tourism industry and to destination marketing in particular. T he research focuses on Australian Regional Tourism Authorities (RTAs) and their current and future use and perceptions of the Internet. The evaluation of RTA Internet marketing efforts examines twelve elements grouped into four broad categories. T he first category explores planning elements consisting of RTA marketing objectives and target markets. The second investigates web site design elements consisting of interactivity, navigation and functionality. Content elements such as readability, integrity, value-adding and marketing mix variables are assessed in the third category. The fourth category evaluates management elements consisting of site maintenance, promotion and resources.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collection: UQ Business School Publications
 
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Created: Tue, 03 May 2011, 12:58:02 EST by Dr Pierre Benckendorff on behalf of School of Tourism