Web analytics measure Internet data in order to help communica-tions
professionals understand user behavior and accomplish goals.
You may be thinking, “Isn’t all that numbers stuff for marketers?...
Direct Traffic: Direct traffic can come from someone who has bookmarked a
page and jumps directly to it, or from someone who types in the URL directly into
the browser. The grey area to remember with direct visits is that...
Travelers are constantly being bombarded with different messages from travel and
tourism marketing. It has become increasingly difficult to convince tourists to travel to a
particular destination. In order to assess this issue, an...
Introduction, Literature Review, and Problem Statement
Over 920 million tourists traveled internationally in 2008, with more than half
traveling for leisure (World Tourism Organization [UNWTO], 2009). Tourist spending
in 2008 reached US...
Austria‘s economy, it is necessary for Austria‘s tourism authorities to stay current with
trends and compete with the industry‘s leading destination countries.
The World Tourism Organization reports that the top three European...
For instance, ―100% Pure Assurance‖ marks a symbol for quality accommodations in
New Zealand (New Zealand Tourism Board, 2010, para. 6). Other alterations could
promote adventure, romance, education, spirituality, or value while still tying...
The use of media as a form of tourism advertising has been a popular topic of
interest in recent years. Tourism can be generated by books, movies, TV shows and
every level of cultural activity. The media has a great effect on what...
from these could be as simple as the need to escape and experience something new. Push
and pull factors such as these can be used in exploring why travelers visit Austria as well
as the effectiveness of the communication channels in promoting...
participate in the survey. Additionally, readers of the Austria.info tourism e-newsletter
were invited by email to participate. Respondents were questioned on issues regarding
travel behavior including current traveling purpose (business or...
Hypothesis 6 predicted that travel motive has a positive effect on visiting
intention and was supported with a coefficient of 0.138; supporting results of the
previous study conducted by McCartney, Butler and Bennett (2008). A strong...
Research topic 2.
What images are most commonly associated with Austria? One focus of this
study was to determine what destination images are commonly associated with Austria.
When the participants were asked this question it was found that most...
Austrian Communication Effectiveness Grid.
The completed Communication Effectiveness Grid shown in Figure 4 illustrated
what information sources were most important when making travel decisions.
Respondents indicated five information sources...
destination image will promote visiting intention of travelers. The results of this study
suggest that most participants view Austria as a top destination for socio-cultural tourism.
Since a primary goal of destination marketers is to attract...
With this data, groups such as the Austrian Tourism Board can formulate better
plans of how and where to broadcast the selected destination images. By understanding
where certain travelers look for travel information, more focus can be placed on...
Nevertheless, research information such as this should be collected as it will help DMOs
and other tourism organizations in their efforts to most effectively market destinations.
In summary, destination image is one of the most powerful...
Article I: Identifying Optimal Communication Mix for Strategic Destination Image
Formation: A Case Study of Austria
Identifying information sources influential to travel decisions helps tourism
planners strategically utilize...
gross value added has topped 10% of GDP as of 2008 (Wirtschaftskammer Österreich
[WKO], 2008). With these significant contributions to Austria‘s economy, it is necessary
for Austria‘s tourism authorities to stay current with trends and...