| 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 |
| 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. |
| Rights: | All rights reserved |
| Access: | restricted access |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| b18182343.pdf | For All Users (off-campus access for PolyU Staff & Students only) | 3.2 MB | Adobe PDF | View/Open |
Copyright Undertaking
As a bona fide Library user, I declare that:
- I will abide by the rules and legal ordinances governing copyright regarding the use of the Database.
- I will use the Database for the purpose of my research or private study only and not for circulation or further reproduction or any other purpose.
- I agree to indemnify and hold the University harmless from and against any loss, damage, cost, liability or expenses arising from copyright infringement or unauthorized usage.
By downloading any item(s) listed above, you acknowledge that you have read and understood the copyright undertaking as stated above, and agree to be bound by all of its terms.
Please use this identifier to cite or link to this item:
https://theses.lib.polyu.edu.hk/handle/200/3941