Abstract
Innovation has become an increasingly important issue for tourism businesses. The goal of this study was to evaluate innovation in Web marketing by American convention and visitors bureaus and the contribution of website features to the overall success of their Web marketing programs. The results indicate that innovation in Web marketing has been limited in that the majority of the American CVBs focus on basic content provision and website promotional activities. The findings also indicate that there is a perceived gap between the investment in innovative website features and their contribution to the overall Web marketing success.
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Zach, F., Xiang, Z., Fesenmaier, D.R. (2007). An Assessment of Innovation in Web Marketing: Investigating American Convention and Visitors Bureaus. In: Sigala, M., Mich, L., Murphy, J. (eds) Information and Communication Technologies in Tourism 2007. Springer, Vienna. https://doi.org/10.1007/978-3-211-69566-1_34
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DOI: https://doi.org/10.1007/978-3-211-69566-1_34
Publisher Name: Springer, Vienna
Print ISBN: 978-3-211-69564-7
Online ISBN: 978-3-211-69566-1