Drivers of Responsive Website Design Innovation by Destination Marketing Organizations

Chris Gibbs () and Ulrike Gretzel ()
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Chris Gibbs: Ryerson University
Ulrike Gretzel: University of Queensland

A chapter in Information and Communication Technologies in Tourism 2015, 2015, pp 581-592 from Springer

Abstract: Abstract Mobile devices like smartphones and tablet computers are becoming an integral part of how people consume travel destinations. With the tremendous growth in mobile devices for travel planning and consumption purposes, this paper focuses on mobile and responsive website design and the organizational and environmental factors that drive mobile optimization strategies. Using a sample of United States state tourism offices, this research looked at mobile optimization techniques using different website emulators. The findings indicate that destination marketing organizations with lower budgets and organizations with higher website traffic have a greater likelihood of adopting responsive website design.

Keywords: Innovation; Web design; Responsive web design; Technology adoption; Mobile website; Destination marketing organization (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1007/978-3-319-14343-9_42

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