Assessing the Initial Step in the Persuasion Process: META Tags on Destination Marketing Websites

It is argued that within the context of travelers' trip planning META tags are important information which guides website selection, and from a destination marketing organization perspective they are an important means within which to convey persuasive messages to travelers.

Abstract

It is argued that within the context of travelers' trip planning META tags, especially the "description" tag, are important information which guides website selection. Thus, from a destination marketing organization perspective they are an important means within which to convey persuasive messages to travelers. This study examines the extent to which META tags are used on DMO websites in Northeastern United States. Managerial implications and agenda for future research are discussed.