DESTINATION MARKETING ON THE INTERNET: A STUDY OF
AUSTRALIA'S REGIONAL TOURISM AUTHORITIES
Executive Summary
Several commentators have suggested that
the Internet is the most significant development in communications since the invention of
the telephone. The tourism industry, with its intangible products and services, is
intrinsically suited to Internet marketing. The growing range of travel markets, products,
and destinations, as well as the increasingly difficult task of finding and communicating
with distinct market segments indicates that the Internet offers a potentially valuable
tool for marketing tourism.
The study develops a detailed overview of the Internet as a marketing
medium and investigates its applicability to the tourism industry and to destination
marketing in particular. The report focuses on Australian Regional Tourism Authorities
(RTAs) and their current and future use and perceptions of the Internet. The primary aim
of the study was to evaluate current RTA use of the Internet as an effective regional
destination marketing tool. The report is divided into nine concise sections as outlined
below:
- Chapter
1 – provides a brief overview of the Internet and its
origins and identifies some key characteristics and trends. The chapter also examines the
role of the Internet as a marketing tool for the tourism industry. Lastly, this chapter
briefly identifies the aims and methods of the study.
- Chapter 2
– reports findings of RTA perceptions regarding the Internet by
examining factors such as RTA use of the Internet as a marketing tool; RTA attitudes about
key issues; RTA perceptions of a number of Internet functions; and the present and future
role of the Internet in destination marketing.
- Chapter 3
– presents twelve elements of successful Internet sites grouped into
four broad categories. The first category explores planning elements consisting of
RTA marketing objectives and target markets. The second category investigates three web
site design elements consisting of interactivity, navigation and functionality. Content
elements such as readability, integrity, value-adding and marketing mix variables are
included in the third category. The fourth category evaluates management elements
consisting of site maintenance, promotion and resources. From these twelve elements an
Integrated model for successful Internet marketing is developed. The model provides a
framework for presenting the findings for the remainder of the study and also acts as a
guide for RTAs planning to establish or revise a sites.
- Chapter 4
– examines the two site planning elements (objectives and target
audience) by profiling RTA use of these elements and by suggesting ways of improving this
area.
- Chapter 5
– examines the site design elements of interactivity, navigation and
functionality by profiling RTA use of these elements and by suggesting ways of
improving site design.
- Chapter 6
– examines the site content elements (readability, integrity,
value-adding and the marketing mix) by profiling RTA use of these elements and by
suggesting ways of enriching site content.
- Chapter 7
– examines the management elements of maintenance, promotion and
resources by profiling RTA use of these elements and by suggesting ways of
enhancing site management.
- Chapter 8
– introduces the concepts of internal marketing and market
intelligence and explains how the Internet can be used for these two marketing
applications.
- Chapter 9
– provides some key recommendations along with some insights into the
future of destination marketing on the Internet.
The report also includes a number of tips related to the main elements discussed
ion each chapter. These tips are presented in boxes throughout the report. They are
designed to act as a summary and guide by providing readers with a easy way to identify
key points and Internet marketing strategies.
If you have any questions or
feedback please email me at: Pierre.Benckendorff@jcu.edu.au |
