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A practitioner's report on blogs as a potential source of destination marketing intelligence

Puehringer, Stefan and Taylor, Andrew (2008). A practitioner's report on blogs as a potential source of destination marketing intelligence. Journal of Vacation Marketing,14(2):177-187.

Document type: Journal Article

IRMA ID 78674654xPUB9
Title A practitioner's report on blogs as a potential source of destination marketing intelligence
Author Puehringer, Stefan
Taylor, Andrew
Journal Name Journal of Vacation Marketing
Publication Date 2008
Volume Number 14
Issue Number 2
ISSN 1356-7667   (check CDU catalogue open catalogue search in new window)
Start Page 177
End Page 187
Total Pages 11
Place of Publication United Kingdom
Publisher Sage Publications Ltd.
Field of Research 1506 - Tourism
1507 - Transportation and Freight Services
HERDC Category C1 - Journal Article (DEST)
Abstract A primary role of Destination Marketing Organizations (DMOs) is to facilitate industry access to market intelligence and to ensure that operators understand their markets (both existing and emerging). Web logs, or blogs, are a relatively new form of market intelligence arising from peer to peer communication over the internet. The extent to which the content of blogs may augment DMO activities is unknown but is likely to depend on operator predisposition to e-strategies in general. This study reports on a survey of Kitzbühel Tourism operator's current online strategies andtheir level of awareness about blogs. The results show, while a core of businesses already monitor blogs in a strategic way, they may be struggling to meaningfully apply the fruits of these activities. A role for DMOs like Kitzbühel Tourism in moving operators forward in this area is identified. It is hoped that the practitioner's articulation of this role will provide other DMOs with ideas for the strategic use of what is currently a relatively untapped source of market information.
DOI http://dx.doi.org/10.1177/1356766707087524   (check subscription with CDU E-Gateway service for CDU Staff and Students  check subscription with CDU E-Gateway in new window)
Description for Link Link to published version
URL http://jvm.sagepub.com/content/14/2/177.abstract
 
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