Perceptions of visitor relationship marketing opportunities by destination marketers : an importance-performance analysis
Murdy, Samantha & Pike, Steven D. (2012) Perceptions of visitor relationship marketing opportunities by destination marketers : an importance-performance analysis. Tourism Management, 33(5), pp. 1281-1285.
Customer relationship marketing (CRM) initiatives are increasingly being adopted by businesses in the attempt to enhance brand loyalty and stimulate repeat purchases. The purpose of this study was to examine the extent to which destination marketing organisations (DMOs) around the world have developed a visitor relationship marketing (VRM) orientation. The proposition underpinning the study is that maintaining meaningful dialogue with previous visitors in some markets would represent a more efficient use of resources than above the line advertising to attract new visitors. Importance-performance analysis was utilised to measure destination marketers’ perceptions of the efficacy of CRM initiatives, and then rate their own organisation’s performance across the same range of initiatives. A key finding was that mean importance was higher than perceived performance for every item. While the small sample limits generalisability, in general there are appears to be a lack of strategic intent by DMOs to invest in VRM.
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|Item Type:||Journal Article|
|Keywords:||customer relationship marketing, CRM, visitor relationship marketing, destination marketing organisations, importance-performance analysis|
|Subjects:||Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000)|
|Divisions:||Current > QUT Faculties and Divisions > QUT Business School|
Current > Schools > School of Advertising, Marketing & Public Relations
|Copyright Owner:||Copyright 2012 Elsevier|
|Copyright Statement:||This is the author’s version of a work that was accepted for publication in <Tourism Management>. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Tourism Management, [VOL 33, ISSUE 5, (2012)] DOI: 10.1016/j.tourman.2011.11.024|
|Deposited On:||18 Apr 2012 08:58|
|Last Modified:||18 Apr 2012 09:40|
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