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Not Very Willkommen: the Internet as a Marketing Tool for Attracting German-Speaking Tourists to Non-European Destinations

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Abstract:

The Internet can be a powerful cross-cultural incoming tourism communication tool if used in a proper way. This article looks at the general features of the topic and the results of earlier research of the author in the field, followed by the methodology and the results of a study of German-language websites of non-European national and regional destination marketing organizations (DMOs), conducted in 2005. The study shows that even though Germany was the number one spending nation in international tourism in 2003, many important non-European DMOs do not provide any German language tourism websites at all or only pages with serious deficits, especially in terms of topicality, interactivity, and customized information and design.

Keywords: CROSS-CULTURE; DIVERSITY MANAGEMENT; GERMANY; INTERNET; MARKETING; TOURISM

Document Type: Research Article

DOI: http://dx.doi.org/10.3727/109830506778690803

Publication date: October 1, 2006

More about this publication?
  • Information Technology & Tourism is the first scientific journal dealing with the exciting relationship between information technology and tourism. Information and communication systems embedded in a global net have profound influence on the tourism and travel industry. Reservation systems, distributed multimedia systems, highly mobile working places, electronic markets, and the dominant position of tourism applications in the Internet are noticeable results of this development. And the tourism industry poses several challenges to the IT field and its methodologies.
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