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A Snapshot in Time: The Marketing of Culture in European Union NTO Web Sites

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Cultural tourism is an important area of consumer demand in Europe, and one of the central foci of European Union (EU) activity. With the increase in the use of the World Wide Web as a tool for marketing tourism destinations, this study evaluates the extent to which EU members market culture through their National Tourism Organizations' (NTO) Web sites. To achieve a final ranking for EU member countries based on the extent to which culture is marketed, this study utilized the Balanced Scorecard approach, Kendal's Coefficient of Concordance, and Friedman's two-way Nonparametric Analysis of Variance (ANOVA). The results showed Denmark as the country that makes the most effective use of culture in designing and marketing its NTO Web site.

Keywords: Cul; European Union; Key words: Balanced scorecard

Document Type: Research Article


Affiliations: Department of Hospitality and Tourism Management, Purdue University, West Lafayette, IN

Publication date: 2001-03-01

More about this publication?
  • Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.
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