Towards a Web-based marketing process framework for city-based national tourism organizations : a study of the websites of Hong Kong Tourism Board and Singapore Tourism Board

Pao Yue-kong Library Electronic Theses Database

Towards a Web-based marketing process framework for city-based national tourism organizations : a study of the websites of Hong Kong Tourism Board and Singapore Tourism Board

 

Author: Lo, Mang-kwan Mandy
Title: Towards a Web-based marketing process framework for city-based national tourism organizations : a study of the websites of Hong Kong Tourism Board and Singapore Tourism Board
Degree: M.Sc.
Year: 2005
Subject: Hong Kong Polytechnic University -- Dissertations
Internet marketing
World Wide Web
Hong Kong Tourism Board
Singapore Tourism Board
Department: School of Hotel and Tourism Management
Pages: x, 91 leaves : ill. ; 30 cm
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b1818234
URI: http://theses.lib.polyu.edu.hk/handle/200/3941
Abstract: The rapid development of Internet technology (IT), particularly the World Wide Web, has a tremendous impact on the tourism industry over the past decade. Nowadays, travel and tourism is a niche product on the internet (Morrison et al., 2002). The application of Internet technology to tourism activities has led to the emergence of web marketing in tourism. The websites provide tourism organizations with a new opportunity to interact directly with end consumers, in particular, the national tourism organizations (NTOs) (Fesenmaier et al., 2003). In this regard, the NTOs use the Internet to promote their destinations in developing integral and consumer focused marketing programs. Prior research studies of the web marketing development in NTO are limited. Most of the NTOs are government-funded bodies and authorized non-profit marketing organizations which they are not commercially involved in tourism transactions. The purpose of this study is to (a) understand the "Two-way Channel" concept of the marketing role in city-based NTOs by the impact of web functions and (b) develop a "Web marketing" process framework for the city-based NTOs. The research framework was derived from information technology and marketing literature review. The methodology in the study uses the qualitative approach. A content analysis on city-based NTOs is evaluated - based on the Hong Kong Tourism Board (HKTB) and Singapore Tourism Board (STB) websites - and a "Web marketing" process framework was developed. Research findings indicated that an analysis of the result provides valuable managerial implications for the website success in the context of web marketing.

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