Drivers and Benefits of Analysing DMOs’ eWOM Activities

Elena Marchiori (), Pauline Milwood () and Florian Zach ()
Additional contact information
Elena Marchiori: Università della Svizzera italiana (USI, University of Lugano)
Pauline Milwood: Temple University
Florian Zach: University of Southern Denmark

A chapter in Information and Communication Technologies in Tourism 2013, 2013, pp 107-118 from Springer

Abstract: Abstract The purpose of this study was to identify and evaluate the effect of the use of electronic Word of-Mouth (eWOM) results on the perceived marketing success of both eWOM in particular, and web marketing in general. Data was collected from Swiss and U.S. destination marketing organizations (DMOs) and analysed using structural equation modelling. It was found that the use of results from analysing eWOM engagement is influenced by top management and more importantly by the extent of partner collaboration. Furthermore it was found that the use of eWOM analysis results drives both eWOM and web marketing success at American DMOs, but only web marketing at Swiss DMOs. In other words, Swiss DMOs are not fully convinced about the importance of eWOM. This study contributes to our understanding that the use of eWOM analysis results is a critical driver of web marketing success and that a purposeful collaboration with other organizations is a key step stone to aim to interpret and adjust DMOs’ eWOM activities.

Keywords: eWOM; Web marketing; Destination marketing organization; Partner collaboration (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36309-2_10

Ordering information: This item can be ordered from
http://www.springer.com/9783642363092

DOI: 10.1007/978-3-642-36309-2_10

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().