PERCEPTIONS OF MARKETING MANAGERS OF THE EFFECTIVENESS OF THE INTERNET IN TOURISM AND HOSPITALITY
The subject of the use of information technology (IT) in the tourism industry has become increasingly important in recent years. In its various forms, the advent of the Internet and its remarkable growth enables tourism organizations to reach customers worldwide with both ease and cost-effectiveness. This article investigates the perception by marketing managers of the Internet as a marketing tool and endeavors to identify how they measure the success rate of Web sites they have established. It begins by presenting a brief review of literature on technology acceptance models as a conceptual framework for the research and then discusses the main approaches to measuring the effectiveness of the Internet. The article then discusses the results of surveys of perceptions of a selection of marketing managers from different sectors of the tourism and hospitality industry about the Internet as a marketing tool and their attempts to measure the success of their Web sites. It concludes with some brief recommendations and implications for managers of Web sites.
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Document Type: Research Article
Publication date: January 1, 2000
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- 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.