Organisational channel discrepancies between CVBs and meeting planners in the USA

The purpose of the study is to compare the perception of advertising and communication channels between convention and visitor bureaus (CVBs) and meeting planners in the USA. By employing 245 of CVBs and 226 meeting planners through an online survey method, the results of the study reveal clear channel discrepancies between CVBs and meeting planners in terms of preference, attitude and usage of communication and advertising channels. In addition, the study identifies different linkages between advertising channels and advertising effects in the two different groups. Implications for industry practitioners as well as suggestions for future study are discussed. Copyright © John Wiley & Sons, Ltd.     

Benchmarking CVB website performance: Spatial and structural patterns

This study evaluated 967 U.S. CVB websites using a modified Balanced Scorecard (mBSC) approach which assesses website performance with respect to overall technical functionality, customer friendliness and usability, effectiveness of marketing the destination, and information content. Spatial maps were constructed for these four dimensions and overall CVB website performance using ArcMap v.9.2 GIS software. A structural pattern of CVB website performance was obtained using Structural Equation Modeling (SEM). It was concluded that CVB websites primarily need improvement in marketing the destination product. The analysis revealed significant differences in website performance between members and non-members of Destination Marketing Association International (DMAI) as well as regional differences. Study implications for destination marketing organizations and CVB website designers are discussed.     

THE MODERATING EFFECT OF INDIVIDUAL AND ORGANIZATIONAL FACTORS ON INFORMATION TECHNOLOGY ACCEPTANCE: THE CASE OF U.S. CVBS' INTERNET MARKETING

The growth in information technology (IT)‐based organizational marketing activity is giving rise to questions about determinants on the acceptance of technology. This study examined the moderating effects of individual factors and organizational factors on the relationships between the five salient antecedents (i.e., perceived characteristics of the Internet) and the intention to use the Internet within the context of U.S. convention and visitor bureaus' (CVBs') marketing action. The results of the study revealed significant moderating effects of individual factors. In addition, the main effects of the five antecedents on the intention to use the Internet appear to be strong. Implications for industry practitioners as well as suggestions for future studies are discussed.     

REGIONAL DESTINATION MARKETING: A COLLABORATIVE APPROACH

This article explores how small neighboring destinations with limited tourism products and resources can collaborate in marketing their destinations. Based on a critical literature review, a conceptual framework was developed and empirical data was collected via document analysis, a focus group interview as well as in‐depth semi‐structured interviews with senior executives of three convention and visitors bureaus (CVBs) in Ohio. The research findings suggest that forming partnerships among neighboring destinations is beneficial for all participating CVBs in terms of enhancing product portfolio, cost reduction, and efficiency. However, there can be major challenges in developing and sustaining such long‐term partnerships which include differing priorities, different marketing directions, and limited resources. The research findings further suggest that achieving results from such a partnership may take a considerable amount of effort and time. The research findings imply that executives of CVBs need to be informed and educated not only about advantages of forming such partnerships and how they can form such partnerships but also how they can overcome potential challenges together in this endeavor. The research results also suggest that informal working relationships and trust among executives of neighboring CVBs are crucial in forming and maintaining such a partnership. Discussions and implications based on the study results are also provided.