کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1012708 939152 2012 5 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری استراتژی و مدیریت استراتژیک
پیش نمایش صفحه اول مقاله
Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis
چکیده انگلیسی

Customer relationship marketing (CRM) initiatives are increasingly being adopted by businesses in the attempt to enhance brand loyalty and stimulate repeat purchases. The purpose of this study was to examine the extent to which destination marketing organisations (DMOs) around the world have developed a visitor relationship marketing (VRM) orientation. The proposition underpinning the study is that maintaining meaningful dialogue with previous visitors in some markets would represent a more efficient use of resources than above the line advertising to attract new visitors. Importance-performance analysis was utilised to measure destination marketers’ perceptions of the efficacy of CRM initiatives, and then rate their own organisation’s performance across the same range of initiatives. A key finding was that mean importance was higher than perceived performance for every item. While the small sample limits generalisability, in general there are appears to be a lack of strategic intent by DMOs to invest in VRM.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Tourism Management - Volume 33, Issue 5, October 2012, Pages 1281–1285
نویسندگان
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