Evaluating the use of the Web for tourism marketing: a case study from New Zealand
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TL;DR
The utility of using interactivity to measure the relative maturity of tourism Web sites is highlighted and the extended Model of Internet Commerce Adoption is used to evaluate the level of Web site development in New Zealand's Regional Tourism Organisations.
Abstract
The information-intensive nature of the tourism industry suggests an important role for the Internet and Web technology in the promotion and marketing of destinations. This paper uses the extended Model of Internet Commerce Adoption to evaluate the level of Web site development in New Zealand's Regional Tourism Organisations. The paper highlights the utility of using interactivity to measure the relative maturity of tourism Web sites.