Abstract

Destination marketing organizations (DMOs) are the industry’s peak body in most destinations, as they are usually supported by sets of formal and informal networks spanning public and private sectors. Although studies show that DMOs are the most central stakeholder across tourism networks, very limited efforts have been made, if any, to examine the information exchange and communication behaviors of DMOs in cyberspace, despite the fact that the Internet has already been a prevalent tool for the daily operation of the tourism industry. DMOs are also called Regional Tourism Organizations (RTOs) in New Zealand. Using a New Zealand case, this study attempted to gain an exploratory understanding on the connectedness of DMO websites in cyberspace and their usage by other individuals and organizations online.

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Understanding DMOs’ Online Information Communication and Networking A New Zealand Case

Destination marketing organizations (DMOs) are the industry’s peak body in most destinations, as they are usually supported by sets of formal and informal networks spanning public and private sectors. Although studies show that DMOs are the most central stakeholder across tourism networks, very limited efforts have been made, if any, to examine the information exchange and communication behaviors of DMOs in cyberspace, despite the fact that the Internet has already been a prevalent tool for the daily operation of the tourism industry. DMOs are also called Regional Tourism Organizations (RTOs) in New Zealand. Using a New Zealand case, this study attempted to gain an exploratory understanding on the connectedness of DMO websites in cyberspace and their usage by other individuals and organizations online.