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Web 2.0 and Destination Marketing: Current Trends and Future Directions

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  • Marcello Mariani

    (Henley Business School, University of Reading, Henley-on-Thames RG9 3AU, UK)

Abstract

Over the last decade, destination marketers and Destination Marketing Organizations (DMOs) have increasingly invested in Web 2.0 technologies as a cost-effective means of promoting destinations online, in the face of drastic marketing budgets cuts. Recent scholarly and industry research has emphasized that Web 2.0 plays an increasing role in destination marketing. However, no comprehensive appraisal of this research area has been conducted so far. To address this gap, this study conducts a quantitative literature review to examine the extent to which Web 2.0 features in destination marketing research that was published until December 2019, by identifying research topics, gaps and future directions, and designing a theory-driven agenda for future research. The study’s findings indicate an increase in scholarly literature revolving around the adoption and use of Web 2.0 for destination marketing purposes. However, the emerging research field is fragmented in scope and displays several gaps. Most of the studies are descriptive in nature and a strong overarching conceptual framework that might help identify critical destination marketing problems linked to Web 2.0 technologies is missing.

Suggested Citation

  • Marcello Mariani, 2020. "Web 2.0 and Destination Marketing: Current Trends and Future Directions," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:9:p:3771-:d:354597
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    References listed on IDEAS

    as
    1. Marcello M. Mariani & Rodolfo Baggio & Dimitrios Buhalis & Christian Longhi, 2014. "Tourism management, marketing and development: the importance of networks and ICTs," Post-Print halshs-00924725, HAL.
    2. Richard A. D'Aveni & Giovanni Battista Dagnino & Ken G. Smith, 2010. "The age of temporary advantage," Strategic Management Journal, Wiley Blackwell, vol. 31(13), pages 1371-1385, December.
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    9. Thomas Wozniak & Brigitte Stangl & Roland Schegg & Andreas Liebrich, 2017. "The return on tourism organizations’ social media investments: preliminary evidence from Belgium, France, and Switzerland," Information Technology & Tourism, Springer, vol. 17(1), pages 75-100, March.
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    1. Mariani, Marcello M. & Ek Styven, Maria & Nataraajan, Rajan, 2021. "Social comparison orientation and frequency: A study on international travel bloggers," Journal of Business Research, Elsevier, vol. 123(C), pages 232-240.

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