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","Master of Science (M.S.)","Rosen College of Hospitality Management","Hospitality and Tourism Management"]},{"key":"dc:description.abstract","label":"Abstract","values":["Innovations in information technology have played an important role in the way business is conducted. Technology innovations have great impact on tourism destination marketing organizations such as convention and visitor bureaus, since they are highly dependent on information and timely distribution of it to the public. Information technology innovations such as the Internet allow CVBs to perform their marketing functions in a more efficient manner. The implementation of web-based marketing functions is impacted by organizational characteristics that either foster or hinder their implementation (Thong, 1999; Tornatzky & Fleischer, 1990; Wang & Fesenmaier, 2006; Zhu & Kraemer, 2005). Information technology innovations have been adopted by organizations in different levels of sophistication. Since the main function of a CVB is the promotion of a destination technologies that facilitate this process are important to this type of organization. Unfortunately, the marketing practice of American CVBs is still dominated by principles of mass marketing by communicating the same message to all consumers. As a result, the use of websites by American CVB has been limited to information provision functions and has lost opportunities to build relationship with customers through additional web-based marketing activities. This study proposes that CVBs should use web-based marketing activities to attract and retain relationships with customers. This study provides two main contributions to the existing literature: a) examines web-based marketing functions from a relationship marketing perspective and b) examines the impact of organizational characteristics on the sophistication level of web-based marketing functions. The use and effectiveness of web functions and its applications were examined. The results showed that the majority of the CVBs focus the use of their website to provide information. A standard multiple regression was used to investigate the impact of the organizational factors on the different web functions. The results of the regression show that size, financial resources and management team's technological expertise are the only factors that impact the level of web functions implemented by CVBs."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["Assessing The Web-based Destination Marketing Activities: A Relationship Marketing Perspective"]}]}],"canonical_facts":{"dc:contributor":["Wang, Youcheng"],"dc:creator":["Cobos, Liza"],"dc:description":["If this is your thesis or dissertation, and want to learn how to access it or for more information about readership statistics, contact us at STARS@ucf.edu
","Master of Science (M.S.)","Rosen College of Hospitality Management","Hospitality and Tourism Management"],"dc:description.abstract":["Innovations in information technology have played an important role in the way business is conducted. Technology innovations have great impact on tourism destination marketing organizations such as convention and visitor bureaus, since they are highly dependent on information and timely distribution of it to the public. Information technology innovations such as the Internet allow CVBs to perform their marketing functions in a more efficient manner. The implementation of web-based marketing functions is impacted by organizational characteristics that either foster or hinder their implementation (Thong, 1999; Tornatzky & Fleischer, 1990; Wang & Fesenmaier, 2006; Zhu & Kraemer, 2005). Information technology innovations have been adopted by organizations in different levels of sophistication. Since the main function of a CVB is the promotion of a destination technologies that facilitate this process are important to this type of organization. Unfortunately, the marketing practice of American CVBs is still dominated by principles of mass marketing by communicating the same message to all consumers. As a result, the use of websites by American CVB has been limited to information provision functions and has lost opportunities to build relationship with customers through additional web-based marketing activities. This study proposes that CVBs should use web-based marketing activities to attract and retain relationships with customers. This study provides two main contributions to the existing literature: a) examines web-based marketing functions from a relationship marketing perspective and b) examines the impact of organizational characteristics on the sophistication level of web-based marketing functions. The use and effectiveness of web functions and its applications were examined. The results showed that the majority of the CVBs focus the use of their website to provide information. A standard multiple regression was used to investigate the impact of the organizational factors on the different web functions. The results of the regression show that size, financial resources and management team's technological expertise are the only factors that impact the level of web functions implemented by CVBs."],"dc:format":["application/pdf"],"dc:identifier":["CFE0001470"],"dc:identifier.uri":["https://stars.library.ucf.edu/etd/1099"],"dc:language":["English"],"dc:relation":["Rosen College of Hospitality Management"],"dc:subject":["relationship marketing","destination marketing","convention and visitors bureaus","web-based marketing","Hospitality Administration and Management","Tourism and Travel"],"dc:title":["Assessing The Web-based Destination Marketing Activities: A Relationship Marketing Perspective"],"dc:type":["Masters Thesis (Open Access)"]},"updated_at":"2026-07-24T05:09:42Z"}