| Article ID | Journal | Published Year | Pages | File Type |
|---|---|---|---|---|
| 1026442 | International Journal of Information Management | 2008 | 13 Pages |
Abstract
This paper investigates the theory and practice of e-metrics. It examines the tourism sector as one of the most successful sectors on-line and identifies best practice in the industry. Qualitative research with top e-Marketing executives demonstrates the usage and satisfaction levels from current e-metrics deployment, selection of e-metrics for return on investment (ROI) calculation as well as intention of new e-metrics implementation and future trends and developments. This paper concludes that tourism organizations gradually realise the value of e-measurement and are willing to implement e-metrics to enable them evaluate the effectiveness of their planning processes and assess their results against their short- and long-term objectives.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Management Information Systems
Authors
Eleni Michopoulou, Dimitrios Buhalis,