Perceptions of visitor relationship marketing opportunities by destination marketers : an importance-performance analysis

Pike, Steven D. & Murdy, Samantha (2012) Perceptions of visitor relationship marketing opportunities by destination marketers : an importance-performance analysis. In 2nd Advances in Tourism Marketing & Management Conference, May 2012, Corfu, Greece.

Abstract

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.

Impact and interest:

18 citations in Web of Science®
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156 since deposited on 11 Mar 2013
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ID Code: 58036
Item Type: Conference Paper
Refereed: Yes
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 (please consult the authors).
Deposited On: 11 Mar 2013 02:38
Last Modified: 05 Oct 2013 17:12

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