IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-642-36309-2_10.html
   My bibliography  Save this book chapter

Drivers and Benefits of Analysing DMOs’ eWOM Activities

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • Elena Marchiori

    (Università della Svizzera italiana (USI, University of Lugano))

  • Pauline Milwood

    (Temple University)

  • Florian Zach

    (University of Southern Denmark)

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.

Suggested Citation

  • Elena Marchiori & Pauline Milwood & Florian Zach, 2013. "Drivers and Benefits of Analysing DMOs’ eWOM Activities," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 107-118, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_10
    DOI: 10.1007/978-3-642-36309-2_10
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-642-36309-2_10. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.