Difference between revisions of "Destinations’ Web Marketing Maturity"
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'''Description of this research area'''
'''Description of this research area'''
Latest revision as of 09:45, 25 September 2015
Description of this research area
Destinations’ web marketing maturity is one of the recent research lines of webatelier.net. This research line stays in the overlapping area between studies on stages models and web marketing adoption and eTourism. The online environment represents an important communication resource of a Destination Management Organization. Evaluating the level of preparation of a DMO on its processes dedicated to the online communication management is a challenge for organizational performances, especially if compared with the efforts spent by other tourism players on the web. This research line presents the development of a maturity model, named eTcoMM, dedicated to assess the online communication management preparation of a DMO on five online related operational areas corresponding to: staff training, search engines management, web promotion through back-links, website usages analysis, and electronic Word-of-Mouth analysis.
web marketing maturity, web marketing adoption, social media, DMOs
webatelier.net laboratory; Institute for Communication Technologies; Università della Svizzera Italiana
Research projects in this research area
Development of a maturity model eTcoMM (eTourism Communication Maturity Model) dedicated to assess the online communication management preparation of a DMO on five online related operational areas corresponding to: staff training, search engines management, web promotion through back-links, website usages analysis, and electronic Word-of-Mouth analysis.
Swiss, American, Polish, and Italian national surveys on Web Marketing / Social Media adoption and maturity
Destination Marketing Organizations barriers and facilitators on the adoption of web marketing activities. Case of Italian Destination Management Organizations
Publications published by this institute characterizing this research area
Journals peer reviewed
Fabi C., Marchiori E., Cantoni L. (2014) Barriers and Facilitators in the Maturity Process for Web Promotion of Italian Tourist Destinations. AlmaTourism, Journal of Tourism, Culture and Territorial Development, Vol 5, No 1:1-12
Milwood P., Marchiori E., Zach F. (2013) A Comparison of Social Media Adoption and Use in Different Countries: The Case of the United States and Switzerland. Journal of Travel & Tourism Marketing, Special Issue: Social Media; 30(1-2): 165–168
Conferences with proceedings
Adukaite A., Marchiori E., Fabi Cristina. (2013) Barriers and facilitators in implementing knowledge and skills acquired during a training on online communication. The view of hotel managers. EuroChrie. EuroCHRIE Freiburg 2013, Cooperative Education & Research for Hospitality & Tourism Educators
Marchiori E., Milwood P., Zach F. (2013) Drivers and Benefits of Analysing DMOs’ eWOM Activities. Information and Communication Technologies in Tourism (Proceedings of the International Conference in Innsbruck, Austria), Springer, Wien – New York 2013.
Marchiori E., Pavese G., Cantoni L. (2012) eTcoMM – eTourism Communication Maturity Model. A Framework to evaluate the Maturity of a DMO when it comes to the Online Communication Management. The Case of Canton Ticino and Lombardy. eTcoMM – eTourism Communication Maturity Model. A Framework to evaluate the Maturity of a DMO when it comes to the Online Communication Management. The Case of Canton Ticino and Lombardy, in Matthias Fuchs, Francesco Ricci & L. Cantoni (eds.), Information and Communication Technologies in Tourism 2012 (Proceedings of the International Conference in Helsingborg, Sweden), Springer, Wien – New York 2012.
Zach F., Marchiori E., Cantoni L. (2012) Web Marketing and Social Media: The case of Adoption and Outsourcing by Swiss DMOs. 43rd Annual Conference of the Travel and Tourism Research Association (TTRA). ISBN 978-0-615-64086-0
Contribution to conferences
Fabi C., Marchiori E., Cantoni L. (2013) Barriere e facilitatori nella maturità dei processi per la promozione sul web delle destinazioni turistiche italiane. V Riunione Scientifica Nazionale SISTUR - Società Italiana di Scienze del Turismo. Rimini, Italy. November 29 - 30, 2013