Curtin University Homepage
  • Library
  • Help
    • Log in

    espace - Curtin’s institutional repository

    JavaScript is disabled for your browser. Some features of this site may not work without it.
    View Item 
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item
    • espace Home
    • espace
    • Curtin Research Publications
    • View Item

    Destination management organizations (DMOs) and Digital Natives: the neglected “informal expertise” in web 2.0 implementation and social media presence. Insights from the Italian Friuli Venezia Giulia DMO

    Access Status
    Fulltext not available
    Authors
    Gon, M.
    Pechlaner, Harald
    Marangon, F.
    Date
    2016
    Type
    Journal Article
    
    Metadata
    Show full item record
    Abstract

    The present paper wishes to investigate the perspective of Digital Natives (DNs), described in literature as “informal experts”, in respect of digital strategies’ implementation of destination management organizations (DMOs). In particular, focus groups of students and workers in the tourism field were asked to browse and discuss the website and social media presence of an Italian regional DMO (i.e. PromoTurismoFVG). Comments were collected and analyzed with the GABEK/Winrelan method for qualitative analysis. Results confirmed the DMO’s adoption of a digital format but with limited social and consumer-generated-contents (CGC). DNs recognized the implementation of a Web 2.0 destination site in a rather traditional marketing mix strategy. Furthermore DMO websites and social media (SM) (i.e., Facebook, Instagram, Twitter and YouTube) content analysis showed that the DMO lacks products and offers for the young market segment. The combination of limited social content and the weak attention to youth market makes the current digital DMO not attractive enough to the digital natives. The work highlights the importance on focusing on DN “informal expertise” in the planning and development of digital strategies, DMO websites and SM presence. Their proved social media knowledge and digital competences have to be considered as a key opportunity for DMOs and for the improvement of the destination marketing strategies. This research contributes to the academic discussion on SM/Web 2.0 implementation in destination management, by presenting an exploratory study on DNs’ informal expert perspective supported by the use of GABEK/Winrelan as an innovative method.

    Citation
    Gon, M. and Pechlaner, H. and Marangon, F. 2016. Destination management organizations (DMOs) and Digital Natives: the neglected “informal expertise” in web 2.0 implementation and social media presence. Insights from the Italian Friuli Venezia Giulia DMO. Information Technology and Tourism. 16 (4): pp. 435-455.
    Source Title
    Information Technology and Tourism
    DOI
    10.1007/s40558-016-0068-x
    ISSN
    1098-3058
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/46478
    Collection
    • Curtin Research Publications

    Related items

    Showing items related by title, author, creator and subject.

    • Analyzing Performance Audit Reports of Destination Management Organizations' Actions and Outcome
      Woodside, Arch; Sakai, M. (2009)
      The present article includes a case study that describes and analyzes three performance audit reports over a 3-decade period for one U.S. State government's destination management organization's (DMO) actions and outcomes. ...
    • Coming of age in the digital era: An exploratory transnational study into Australian and Singaporean PR consultants’ attitude towards digital communication.
      Archer, C.; Wolf, Katharina (2017)
      Digital and social media tools are no longer new and have become standard components of the public relations toolkit. However, they have undoubtedly changed and shaped the practice of public relations (PR) over the past ...
    • Analysis of urban farmers’ markets as a tourism product in Malaysia
      Saili, Abdul Rahman (2011)
      Farmers‟ markets are an exciting and important form of free enterprise. They have a strong potential to support sustainable development due to the myriad of economic and social benefits they could bring to a society. ...

    Browse

    Communities & CollectionsIssue DateAuthorsTitlesSubjectsDocument TypesThis CollectionIssue DateAuthorsTitlesSubjectsDocument Types

    My Account

    Log in

    Statistics

    Most Popular ItemsStatistics by CountryMost Popular Authors

    Connect with Curtin

    • 
    • 
    • 
    • 
    • 
    • 
    • 

    CRICOS Provider Code: 00301JABN: 99 143 842 569TEQSA: PRV12158