GOOD PRACTICES FOR WEB PRESENCES STRATEGIES OF TOURISM DESTINATIONS

by Luisa Mich and John S. Hull

Increasing success of social networks among users and widespread experiences of companies and organisations on Web 2.0 spaces, calls for flexible web presence strategies that are able to manage an increasing number of changes in technology and behavioural changes of users. The main challenge for Destination Management Organisations (DMOs) is to design a comprehensive online presence through the use of social networks and websites. To this end it is assumed that an analysis of the web presence strategies of similar destinations could help to identify good practices that integrate Web 2.0 tools and facilities. Preliminary results of a study comparing the web presence strategies of two DMOs are given. The research approach adopts a systematic process that evaluates the evolving web presence strategies of the two destinations, describing the main good practices identified.

Keywords: DMO, website quality, good practices, official and semi-official presences

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