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Identifying the Success Factors of Web-Based Marketing Strategy: An Investigation of Convention and Visitors Bureaus in the United States

Rosen College of Hospitality Management, University of Central Florida

Daniel R. Fesenmaier

National Laboratory for Tourism & eCommerce, Temple University

American convention and visitors bureaus are trying to adjust their marketing strategy to incorporate the Internet but have achieved mixed results. This study examines the factors affecting the success of Web-based marketing strategies by American convention and visitors bureaus. The results of this study indicate that successful Web marketing strategies require the integration and coordination of three complementary aspects of the Internet marketing efforts as well as favorable organization and technology environment and innovative approaches. Discussion and implications are provided based on the results of the study.

Key Words: convention and visitors bureaus • Internet marketing • information technology • success factors

Journal of Travel Research, Vol. 44, No. 3, 239-249 (2006)
DOI: 10.1177/0047287505279007


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