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Drivers and Benefits of Analysing DMOs’ eWOM Activities

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Information and Communication Technologies in Tourism 2013

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.

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Author information

Authors and Affiliations

  1. webatelier.net, Faculty of Communication Sciences, Università della Svizzera italiana (USI, University of Lugano), Lugano, Switzerland

    Elena Marchiori

  2. National Laboratory for Tourism and eCommerce School of Tourism and Hospitality Management, Temple University, Philadelphia, USA

    Pauline Milwood

  3. Center for Tourism, Innovation & Culture, Institute of Design and Communication, University of Southern Denmark, Odense, Denmark

    Florian Zach

Authors
  1. Elena Marchiori
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  2. Pauline Milwood
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  3. Florian Zach
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Corresponding author

Correspondence to Elena Marchiori .

Editor information

Editors and Affiliations

  1. , Faculty of Communication Sciences, Università della Svizzera italiana, Via Giuseppe Buffi 13, Lugano, 6904, Switzerland

    Lorenzo Cantoni

  2. , College of Merchandising,, University of North Texas, Union Circle 1155, Denton, 76203-1100, Texas, USA

    Zheng (Phil) Xiang

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Marchiori, E., Milwood, P., Zach, F. (2013). Drivers and Benefits of Analysing DMOs’ eWOM Activities. In: Cantoni, L., Xiang, Z. (eds) Information and Communication Technologies in Tourism 2013. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-36309-2_10

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