In pursuit of tourism destination brand loyalty : visitor relationship management orientation of destination marketing organisations

Murdy, Samantha, Pike, Steven D., & Lings, Ian (2010) In pursuit of tourism destination brand loyalty : visitor relationship management orientation of destination marketing organisations. In Proceedings of the 6th International Colloquium : Academy of Marketing SIG on Brand Identity and Corporate Reputation, Academy of Marketing, Barcelona.


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.

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ID Code: 58038
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 2010 [please consult the author]
Deposited On: 11 Mar 2013 23:12
Last Modified: 19 Apr 2013 11:30

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