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Book part
Publication date: 30 November 2020

Gülay Özaltin Türker

Together with developing information and communication technologies and the increasing use of the Internet, there have been changes in the behaviors of the consumers during the…

Abstract

Together with developing information and communication technologies and the increasing use of the Internet, there have been changes in the behaviors of the consumers during the purchasing decision process. Today’s consumers realize most of the decision process phases (such as gathering the information, determining the alternatives, evaluating the alternatives and even purchasing) from the Internet. Tourists who would like to purchase a holiday are also using the Internet during their holiday decision process. Today, websites which became an increasingly popular information source for the consumers play a significant role in potential visitors/tourists’ choices related to the destinations. Websites are used as a distribution and marketing tool in promotion and marketing of the tourism destinations. In this context, the design and content of the destination websites should be on a level which would attract and satisfy the tourists. In this chapter, the author will primarily discourse the visual and auditory factors which affect the perception of tourists and the application areas of these factors in website design. Then, the subjects such as the key features of the websites, information that should be provided on websites, the design of the website and their functions will be covered. The parameters that should be taken under consideration in order to evaluate the performance of a website and the evaluation criteria for the sites will also be included within the context of this chapter. In this chapter, the author will also discourse the benefits that the websites provide for destinations and the success factors of the destination websites. In the conclusion section of this chapter, the author will provide propositions related to the factors that should be taken under consideration in destination website design.

Details

The Emerald Handbook of ICT in Tourism and Hospitality
Type: Book
ISBN: 978-1-83982-689-4

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Abstract

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Pioneering New Perspectives in the Fashion Industry: Disruption, Diversity and Sustainable Innovation
Type: Book
ISBN: 978-1-80382-345-4

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Applying Partial Least Squares in Tourism and Hospitality Research
Type: Book
ISBN: 978-1-78756-700-9

Book part
Publication date: 13 November 2017

Robert Kozielski, Grzegorz Mazurek, Anna Miotk and Artur Maciorowski

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently…

Abstract

It seems that the Internet boom, which started at the end of the 1990s and finished with the spectacular collapse of the so-called dotcoms, is probably over. We are currently enjoying a period of fast and stable growth. This is manifested by the growing number of both Internet users and companies which – to an ever-increasing extent – use the Internet as a form of communication (both internal and external), promotion, sales etc. Expenditures on Internet advertising are growing continuously and now constitute more than 25% of all advertising expenditure. A natural consequence of this development is the need for the standardisation and organisation of the world of the Internet. These activities will result in a greater awareness of the benefits which this medium provides, increasing the possibilities of its use, and – most importantly – the opportunity to evaluate the return on investments made on the Internet. Nowadays, it is clear that many companies are striving to increase the quality of their activities on the Internet or to improve the effectiveness of such activities. As a consequence, the number of companies that look for indices which would enable the making of more precise and effective decisions in the scope of online operations is growing.

This chapter is dedicated to the phenomenon of the increasing role of the Internet in business, including the scale of its use by Polish and international companies. We present the most commonly used measures of marketing activities on the Internet and in social media. This group includes the indices which make it possible to determine whether a company actually needs a website. Other measures allow for the improvement in the effectiveness of the activity on the Internet, whereas others specify the costs of activities on the Internet and often serve as the basis for settlements between a company and advertising agencies or companies specialising in website design. It is worth emphasising that the Paid, Earned, Shared, Owned (PESO) model, worked out by Don Bartholomew,1 is the basis for creation and description of indices concerning social media. This model has gained certain popularity in the social media industry. It does not, however, specify how individual indices should be named and calculated. It maps already existing indices and adapts them to specific levels of marketing communication measurement. All the measures indicated by the author of the model have been grouped into five major areas: exposure, engagement, brand awareness, action and recommendations. This model– similarly to all models of performance measurement – inspired by the sales funnel concept, adjusts certain standard indices and proposals of measurements for specific levels. Additionally, the measures are divided into four types, depending on who the owner of the content is: Paid (P) – refers to all forms of paid content; Owned (O) – all websites and web properties controlled by a company or brand; Earned (E) – the contents about a given brand created spontaneously by Internet users; and Shared (S) – the contents shared by Internet users.

Details

Mastering Market Analytics
Type: Book
ISBN: 978-1-78714-835-2

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Book part
Publication date: 17 September 2014

Jamshid Beheshti, Mohammed J. AlGhamdi, Charles Cole, Dhary Abuhimed and Isabelle Lamoureux

The chapter describes a four-year research project, the objective of which was to design and develop an intervention tool to assist middle school students in their information…

Abstract

Purpose

The chapter describes a four-year research project, the objective of which was to design and develop an intervention tool to assist middle school students in their information seeking when engaged in an inquiry-based learning project.

Methodology/approach

Bonded design method was used to design a proof-of-concept (POC) low-tech Guide, and focus group and Informant Design methods were utilized to develop a Web Guide.

Findings

In creating an intervention tool, whether low-tech paper-based or high-tech websites, different methodologies that relied heavily on the participation of students in the design process were successfully utilized.

Practical implications

The research shows that participation of children and adolescents in designing the content of technology for educational use is imperative.

Originality/value

This is a long-term research project, which is unparalleled and unique in its scope, duration, breadth, and depth. Having access to the grade eight classes in a single school over a four-year period has proven to be a remarkable research opportunity, seldom reported in the literature.

Details

New Directions in Children’s and Adolescents’ Information Behavior Research
Type: Book
ISBN: 978-1-78350-814-3

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Book part
Publication date: 3 March 2005

Kuo-Ching Wang, Shao-Cheng Cheng and Chu-Min Huang

Numerous studies have investigated the customer’s expectations and satisfaction. Due to the prevalence of e-commerce, this study attempts to take a further look at how the design…

Abstract

Numerous studies have investigated the customer’s expectations and satisfaction. Due to the prevalence of e-commerce, this study attempts to take a further look at how the design of webpages could influence consumers’ expectations and satisfaction. Both qualitative and quantitative methods are utilized. The customers of TGI Friday’s are selected for empirical validation. The findings show that there was a gap between what consumers actually perceived in the restaurant and the information presented on the website. Marketing implications for restaurateurs along with suggestions for future research are provided in the conclusion section.

Details

Advances in Hospitality and Leisure
Type: Book
ISBN: 978-1-84950-310-5

Book part
Publication date: 15 March 2021

Reto Hofstetter

Every second, vast amounts of data are generated and stored on the Internet. Data scraping makes these data accessible and usable for business and scientific purposes. Web-scraped…

Abstract

Every second, vast amounts of data are generated and stored on the Internet. Data scraping makes these data accessible and usable for business and scientific purposes. Web-scraped data are of high value to businesses as they can be used to inform many strategic decisions such as pricing or market positioning. Although it is not difficult to scrape data, particularly when they come from public websites, there are six key steps that analysts should ideally consider and follow. Following these steps can help to better harness the business value of online data.

Book part
Publication date: 30 November 2018

Baiba Arina

The website is a digital media, a platform that represents the school through its visual and textual elements. This way, it is becoming an important channel of communication and…

Abstract

The website is a digital media, a platform that represents the school through its visual and textual elements. This way, it is becoming an important channel of communication and source of information. This chapter primarily looks at the school image as one of the aspects that the school needs to take into account in the context of the website, thinking not only about the good image, but, in particular, about the goals and values as a whole. Secondly, previous studies on the content and function of websites are analysed. In order to better explore the current practice of content creation and discover its weaknesses and potential, semi-structured in-depth interviews with Latvian school representatives, namely website content managers, were carried out.

The school website still has a lot of unrealised potential. Nonetheless, the website as a technological tool can improve both the learning process and the school image, as well as serve as an information channel in the local community. Schools, for the most part, do not control their self-image, as well as the choice of content on the website is often not strategic enough. Overall, schools focus on regularly informing the audience, but much less on the marketing and learning solutions on the website. The represented image of the schools include both the characteristics of the local community and the formal institution. Identifying audience and its desires, as well as redistributing resources, are one of the necessities for realising the website’s potential.

Details

The Future of Innovation and Technology in Education: Policies and Practices for Teaching and Learning Excellence
Type: Book
ISBN: 978-1-78756-555-5

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Book part
Publication date: 16 January 2024

Monika Prakash, Sweety Mishra, Pinaz Tiwari and Nimit Chowdhary

The smart destination can be defined as a destination that deploys information communications technologies (ICTs) and other technological tools for interactive/participative…

Abstract

The smart destination can be defined as a destination that deploys information communications technologies (ICTs) and other technological tools for interactive/participative engagement with prospective visitors. The rationale is to enhance the residents' quality of life as well as the tourists' experiences of the destinations they visit. This chapter discusses about digitization strategies and on marketing superstructures affecting destinations. It advances a conceptual framework through the development of an Attracting, Stay, and Return (ASR) Model that is suitable for smart destinations. It relies on descriptive case studies to conceptualize smart tourism destinations. This contribution reiterates the importance of having a well-designed website that presents appropriate content to entice the prospective travelers' curiosity about destinations. It offers valuable insights and advances new knowledge on smart marketing approaches that are intended to increase the destination management organizations' outreach with tourists at each stage of the ASR Model.

Details

Tourism Planning and Destination Marketing, 2nd Edition
Type: Book
ISBN: 978-1-80455-888-1

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Book part
Publication date: 5 December 2018

Han Shen, Xinge Li and Yangfan Zhang

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide…

Abstract

With the development of tourism industry, online travel agencies (OTA) have gradually become an important channel for tourism product supplies and sales. Some OTAs provide consumers with a platform for tourism guidance and online travel sharing. They not only satisfy some tourists’ desire to share their experiences but also provide reference for more consumers to choose travel products. This process is the process of value co-creation by customers and online travel companies. This study is conducted under DART theory, a theoretical framework of value co-creation composed of four dimensions, namely dialog, access, risk-assessment, and transparency. Brand equity is divided into four aspects: brand loyalty, brand awareness, customer perceived value, and brand image. This study uses the structural equation model to investigate the impact of customer value co-creation behavior on brand equity of online travel enterprises and interprets the process and mechanism of customer value co-creation behaviors for online travel business brand equity, which provides more efficient strategies and methods for platform interaction and value co-creation.

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