DESTINATION MARKETING ORGANIZATIONS' WEB SITE USERS AND NONUSERS: A COMPARISON OF ACTUAL VISITS AND REVISIT INTENTIONS

Destination marketing organizations (DMOs) use many different approaches for promoting their areas. With the growing popularity of the Internet, it is important for DMOs to understand the travel behaviors of Web site users versus nonusers. The purpose of this research study was to compare those who did and those who did not consult specific DMO Web sites in searching for travel information. DMO Web site users and nonusers were compared on three variables: actual visits to the subject destinations, intentions to visit, and demographics. In addition, the repeat travel patterns and number of previous visits of the two groups were contrasted. Several significant differences were found between the two groups. A significantly higher proportion of those who visited the DMO Web sites actually went to the destinations, and they also had a higher intention rate to return for future trips. Additionally, there were significant differences in the demographic characteristics of DMO Web site users and nonusers. This research study could serve as a potential foundation for further qualitative and quantitative studies on destination marketing.