Tourism and online communication: interactivity and social web in official destination websites

Websites are an important communication tool in destination branding. This study analyses the relational nature of 87 official destination websites (ODWs) according to two parameters: interactivity, whose link to ODWs has been highlighted in several studies; and, the presence of the social web eleme...

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Detalhes bibliográficos
Autores: Míguez González, María Isabel, Fernández Cavia, Josep, 1963-
Formato: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2015
País:España
Recursos:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
Repositorio:Recercat. Dipósit de la Recerca de Catalunya
OAI Identifier:oai:recercat.cat:10230/32565
Acesso em linha:http://hdl.handle.net/10230/32565
http://dx.doi.org/10.15581/003.28.4.17-31
Access Level:acceso abierto
Palavra-chave:Destination marketing organisations
Official destination websites
Interactivity
Social web
Communication
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spelling Tourism and online communication: interactivity and social web in official destination websitesMíguez González, María IsabelFernández Cavia, Josep, 1963-Destination marketing organisationsOfficial destination websitesInteractivitySocial webCommunicationWebsites are an important communication tool in destination branding. This study analyses the relational nature of 87 official destination websites (ODWs) according to two parameters: interactivity, whose link to ODWs has been highlighted in several studies; and, the presence of the social web elements, increasingly necessary to achieve comprehensive, effective online communication, for instance blogs, microblogging platforms or social networks. The authors apply a methodology based on indicators from the Web Quality Index (WQI): a specific website analysis model for the tourism industry. The methodology provides a useful tool for examining and assessing how destination marketing organisations endow their websites with interactivity and connect them to the social media arena. The results show significant shortcomings in the websites for the aspects analysed, especially with regard to indicators linked to interactivity. Furthermore, the study suggests a series of measures that destination marketing organisations could adopt in order to remedy these shortcomings and optimise the relational aspects of their websites.This research work has been funded by the project “Online Communication for Destination Brands. Development of an Integrated Assessment Tool: Websites, Mobile Applications and Social Media (CODETUR)” (CSO 2011-22691), of the Ministry of Economy and Competitiveness of the Spanish Government. More information can be found at www.marcasturisticas.org (available only in Spanish).Universidad de Navarra201720172015info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfapplication/pdfhttp://hdl.handle.net/10230/32565http://dx.doi.org/10.15581/003.28.4.17-31reponame:Recercat. Dipósit de la Recerca de Catalunyainstname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)InglésCommunication & Society. 2015;28(4):17-31info:eu-repo/grantAgreement/ES/3PN/CSO2011-22691© Míguez-González MI, Ferández-Cavia J. Tourism and online communication: interactivity and social web in official destination websites. Communication & Society. 2015; 28(4): 17-31. DOI: 10.15581/003.28.4.17-31 This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium. http://creativecommons.org/licenses/by/3.0/http://creativecommons.org/licenses/by/3.0/info:eu-repo/semantics/openAccessoai:recercat.cat:10230/325652026-05-29T05:05:01Z
dc.title.none.fl_str_mv Tourism and online communication: interactivity and social web in official destination websites
title Tourism and online communication: interactivity and social web in official destination websites
spellingShingle Tourism and online communication: interactivity and social web in official destination websites
Míguez González, María Isabel
Destination marketing organisations
Official destination websites
Interactivity
Social web
Communication
title_short Tourism and online communication: interactivity and social web in official destination websites
title_full Tourism and online communication: interactivity and social web in official destination websites
title_fullStr Tourism and online communication: interactivity and social web in official destination websites
title_full_unstemmed Tourism and online communication: interactivity and social web in official destination websites
title_sort Tourism and online communication: interactivity and social web in official destination websites
dc.creator.none.fl_str_mv Míguez González, María Isabel
Fernández Cavia, Josep, 1963-
author Míguez González, María Isabel
author_facet Míguez González, María Isabel
Fernández Cavia, Josep, 1963-
author_role author
author2 Fernández Cavia, Josep, 1963-
author2_role author
dc.subject.none.fl_str_mv Destination marketing organisations
Official destination websites
Interactivity
Social web
Communication
topic Destination marketing organisations
Official destination websites
Interactivity
Social web
Communication
description Websites are an important communication tool in destination branding. This study analyses the relational nature of 87 official destination websites (ODWs) according to two parameters: interactivity, whose link to ODWs has been highlighted in several studies; and, the presence of the social web elements, increasingly necessary to achieve comprehensive, effective online communication, for instance blogs, microblogging platforms or social networks. The authors apply a methodology based on indicators from the Web Quality Index (WQI): a specific website analysis model for the tourism industry. The methodology provides a useful tool for examining and assessing how destination marketing organisations endow their websites with interactivity and connect them to the social media arena. The results show significant shortcomings in the websites for the aspects analysed, especially with regard to indicators linked to interactivity. Furthermore, the study suggests a series of measures that destination marketing organisations could adopt in order to remedy these shortcomings and optimise the relational aspects of their websites.
publishDate 2015
dc.date.none.fl_str_mv 2015
2017
2017
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10230/32565
http://dx.doi.org/10.15581/003.28.4.17-31
url http://hdl.handle.net/10230/32565
http://dx.doi.org/10.15581/003.28.4.17-31
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Communication & Society. 2015;28(4):17-31
info:eu-repo/grantAgreement/ES/3PN/CSO2011-22691
dc.rights.none.fl_str_mv http://creativecommons.org/licenses/by/3.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/3.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Universidad de Navarra
publisher.none.fl_str_mv Universidad de Navarra
dc.source.none.fl_str_mv reponame:Recercat. Dipósit de la Recerca de Catalunya
instname:Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
instname_str Varias* (Consorci de Biblioteques Universitáries de Catalunya, Centre de Serveis Científics i Acadèmics de Catalunya)
reponame_str Recercat. Dipósit de la Recerca de Catalunya
collection Recercat. Dipósit de la Recerca de Catalunya
repository.name.fl_str_mv
repository.mail.fl_str_mv
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