کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1011129 | 1482567 | 2012 | 13 صفحه PDF | دانلود رایگان |
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The Internet has become a key marketing channel for tourist destinations. To identify typical features of destination websites, a content analysis of websites for top global destinations—by number of international arrivals—was conducted. Six factors were evaluated: primary focus, navigation and interactivity, visual and presentation style, textual information, use of advertising, and use of social media and travel aids. In addition, a cluster analysis was conducted to identify homogeneous groups of websites in the sample. The findings revealed three naturally occurring groups. Inter-cluster differences suggest that DMOs use different approaches to target potential visitors, as evidenced by websites ranging from purely informative and simply designed to highly commerce-oriented and visually alluring. Based on the exploratory analyses, a conventional wisdom for destination website design is proposed.
► Destination websites are moving to simpler but more visually attractive designs.
► A balance between information and commercial transactions is an emerging standard.
► Social media and user interaction are key factors for online destination marketing.
► Destination websites may be classified in one of three naturally occurring groups.
► Inter-group differences suggest that DMOs use diverse approaches to target visitors.
Journal: Journal of Destination Marketing & Management - Volume 1, Issues 1–2, November 2012, Pages 94–106