Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses
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Date
2021
Authors
Daries Ramón, Natalia
Cristóbal Fransi, Eduard
Ferrer Rosell, Berta
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Abstract
As a sports activity with immense tradition, current offerings and future prospects, golfing
represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information
that is available online, just as consumers do in making decisions about any resource. Thus, in our
study, we sought to profile the internet presence of golf courses in Catalonia, as well as the maturity of
their e-commerce. To that end, we developed an integrated model for analysing the websites of golf
courses: one based on web content analysis and structured with four dimensions (i.e., information,
communication, e-commerce and additional functions) and the phases of the extended model of
internet commerce adoption (eMICA). Applied to all golf courses in Catalonia that operate websites,
the model revealed that, despite the sport’s great importance to the local economy and tourism,
the golf courses do not have an adequate online presence or sufficient platforms for communication.
The present work includes information on its theoretical contribution, implications for management,
limitations and future lines of research.
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Journal of Theoretical and Applied Electronic Commerce Research, 2021, vol. 16, núm. 3, p. 542–561