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The effectiveness of convention and exhibition websites: a Trans-atlantic comparison and future scenario

Mysung, S. and Morrison, A.M. and Taylor, J.S. (2005) The effectiveness of convention and exhibition websites: a Trans-atlantic comparison and future scenario. Tourism Recreation Research, 30 (3). pp. 49-59. ISSN 0250-8281

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Abstract

Meeting planners are now frequently using the Web as a resource for finding site information, while the Internet has also become increasingly important on the supply side of the convention and exhibition business as a marketing tool. Meeting planners are increasing their productivity by utilizing the Internet. However, the fast growth in the popularity of the Web has resulted in a fragmented approach to digital destination marketing, particularly in the convention and exhibition sector. The purpose of this study was to investigate the existing situation in digital destination marketing and identify the overall performance and effectiveness of the Web sites of convention and visitors bureaus (CVBs)/tourist boards and convention/exhibition (CE) centres based on the modified Balanced Scorecard (BSC) approach. The study selected 12 cities for the case studies in the USA and the UK, with each city selected for having its own CVB/tourist board and one main identifiable CE centre. The findings showed that both the US and UK Web sites had relative strengths and weakness even given that both are considered to be leading destinations in tourism and hospitality and in Internet marketing applications. The CE centre and CVB/tourist board Web sites tend to be loosely integrated. Additionally, the Web sites provided by CVBs/tourist boards contain more information for visitors and may often contribute more to confusing rather than informing and educating meeting planners. A future scenario for convention/exhibition marketing is discussed.