Implementation of Web 2.0 in the snow tourism industry: Analysis of the online presence and e-commerce of ski resorts
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This study sought to determine whether ski resort websites facilitate effective communication with their target audience and whether they are adapted to electronic commerce (e-commerce). To this end, first, a content analysis model was developed and applied to ski resort websites, considering four dimensions: Information, Communication, e-Commerce and Additional Features. Second, the extended Model of Internet Commerce Adoption (eMICA) methodology was used to identify the opportunities arising from the use of Web 2.0 tools and suggestimprovements forthe detected shortcomings to enable these businesses to achieve more competitive management. The findings show that alpine ski resorts are better prepared than Nordic ones, although they still have a long way to go in facilitating effective communication and interaction with their target audience.
Is part ofSpanish Journal of Marketing - ESIC, 2017, vol. 21, núm. 2, p. 117-130
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