Jason L. Stienmetz

Factors Influencing the Usability of Mobile Destination Management Organization Websites

Mobile devices, such as smartphones, are fast becoming the primary way for many travelers to access the Internet in search of travel-related information. While mobile devices provide travelers with ubiquitous access to the Internet, they also face limitations, such as small screens and slow loading times, which destination management organizations (DMOs) must consider when designing mobile websites. This study investigates the factors influencing the overall usability of mobile DMO websites. Based on a sample of U.S. travelers with mobile devices, findings indicate that design elements related to Ease of Use and Content contribute most significantly to the overall usability of mobile DMO websites. Also, travelers highly value mobile DMO websites that are well structured and organized, offer convenient services, and have an easy-to-understand appearance. Managerial implications and areas for further research are discussed.

Traveling the Network: A Proposal for Destination Performance Metrics

Abstract New destination metrics are developed which conceptualize the destination as a constellation of four visitor centric value creation networks which represent the processes of marketing and promotion, sales and distribution, experience design, and partnership coordination. Considered individually, the structure of each value creation network can provide valuable insights into destination performance for each value creation process, but when the value creation networks are considered as an integrated system they can be used to conceptualize a strategic network management approach to improving destination competitiveness and performance. The potential sources of data for generating the proposed metrics are discussed, as well as the potential implications for destination marketing.

Evaluating Destination Advertising

Park, Nicolau, and Fesenmaier proposed the Destination Advertising Response (DAR) model as a means to more effectively evaluate destination advertising campaigns by incorporating the key decisions or components (i.e., facets) that comprise a trip. While this model appears to be an attractive alternative to traditional destination advertising evaluation, little research has been conducted to examine its validity. The goal of this study is to evaluate the potential usefulness of the DAR framework based upon current understanding of the travel decision-making process and industry practice. Additionally, the framework is evaluated based on a series of empirical analyses that consider the impact of destination advertising on the destination decision as well as on several trip-related decisions. The implications of this model for destination advertising are substantial in that it provides a much richer foundation for the development of destination marketing strategies.

Effects of Channel, Timing, and Bundling on Destination Advertising Response

This research investigates the relationships between advertisement channels, the timing of travel decision making, and the interaction of individual travel decisions based on the destination advertising response (DAR) model. Using a sample of 5,472 American travelers, this study finds that neither the timing of travel decision making nor the channel of advertisement significantly correlates with the advertising response for most trip decisions. However, strong interactions are found between advertising response and restaurant and shopping trip decisions, and between the attractions and events trip decisions. These findings are important in that they suggest that destination marketing programs should bundle these aspects of the trip together when developing their promotional efforts.

Trip budget and destination advertising response.

Advertising is one of the most important tools for destination marketing organizations. As such, many advertising effectiveness studies have been conducted which focus on the direct consequences of destination advertising. However, little of this research has examined the linkages between responses targeting certain aspects of the trip (e.g., hotel accommodation, attractions visited, etc.) and changes in trip budget as defined by the length of stay and money spent. The results of this study confirm that changes in trip budget and response to the destination advertising are related and they both impact total trip expenditures, but their impacts vary based on the nature of the trip. These relationships provide important implications for the understanding and design of destination advertising programs.

Online Channel Use and Destination Advertising Response

Understanding the relationship between use of online information channels and response to destination advertising is one of the most important challenges facing destination marketing organizations. The results of this study indicate that the use of information sources and online channels differs substantially for each major component of the travel planning process (e.g., whether or not to take a trip, where to visit, and what to do there). Further, the results of these analyses indicate that travellers use online information sources differently and this use significantly affects their response to destination advertising. Thus, the results of this study provide essential guidance regarding potential strategies for designing and implementing online destination advertising programs.

Analysing the Traveller Activities Network for Strategic Design: A Case Study of Baltimore, MD

Destination management organizations (DMOs) must understand the pattern of traveller activities within a destination and how this creates value in order to design competitive destinations. It is posited in this study that it is useful to conceptualize traveller activities as a value creation network formed by the interactions of visitors and destination attractions and that this network can be measured to understand destination performance and competitiveness. As a case study, this research quantifies and then deconstructs the traveller activities network for the City of Baltimore that is activated as visitors move between destination attractions. The results of this analysis are presented and the ways in which value creation network metrics can inform the strategic design of the destination are discussed. Last, a research agenda to further develop these metrics is outlined.