Visitor relationship orientation of destination marketing organisations

Pike, Steven D., Murdy, Samantha, & Lings, Ian (2011) Visitor relationship orientation of destination marketing organisations. Journal of Travel Research, 50(4), pp. 443-453.

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The proposition underpinning this study is engaging in meaningful dialogue with previous visitors represents an efficient and effective use of resources for a destination marketing organization (DMO), compared to above the line advertising in broadcast media. However there has been a lack of attention in the tourism literature relating to destination switching, loyalty and customer relationship management (CRM) to test such a proposition. This paper reports an investigation of visitor relationship marketing (VRM) orientation among DMOs. A model of CRM orientation, which was developed from the wider marketing literature and a prior qualitative study, was used to develop a scale to operationalise DMO visitor relationship orientation. Due to a small sample, the Partial Least Squares (PLS) method of structural equation modelling was used to analyse the data. Although the sample limits the ability to generalise, the results indicated the DMOs’ visitor orientation is generally responsive and reactive rather than proactive.

Impact and interest:

11 citations in Scopus
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10 citations in Web of Science®

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673 since deposited on 28 Jun 2011
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ID Code: 42213
Item Type: Journal Article
Refereed: Yes
Keywords: destination marketing, visitor relationships
DOI: 10.1177/0047287510368163
ISSN: 1552-6763
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > TOURISM (150600) > Tourism Marketing (150604)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2011 Sage Publications
Deposited On: 28 Jun 2011 02:44
Last Modified: 28 Jun 2011 02:46

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