Measuring tourism website communication out of Central America
conference contribution
posted on 2008-01-01, 00:00authored byL Pitt, C Campbell, P Berthon, Deon Nel, K Loria
This study analyses website communication out of Central American nations using content analysis. The official government tourism websites of seven countries were analysed and mapped. We found that some countries communicate far more specific messages than others, in a way that allows the personality of the country – often termed its “brand” – to shine through. Others are currently failing to communicate distinctly. This article illustrates an easy and relatively inexpensive way for international tourism marketers to examine their brands as they are communicate online. The contribution of this study is the use of a simple research approach and set of tools that both tourism researchers and managers can use.
History
Event
Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)
Pagination
1 - 6
Publisher
Promaco Conventions
Location
Olympic Park, Sydney, N.S.W.
Place of publication
Canning Bridge, W.A.
Start date
2008-12-01
End date
2008-12-03
ISBN-13
9781863081443
ISBN-10
1863081445
Language
eng
Publication classification
E1 Full written paper - refereed
Copyright notice
2008, ANZMAC
Editor/Contributor(s)
D Spanjaard, S Denize, N Sharma
Title of proceedings
ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat