Volume 4 Issue 6 December 2006 Applied Research Note 3

The Online Traveler and the ASEAN Countries

by Rodney Allen Holmes

The paper proposes a method to estimate the competitive strength of Destination Marketing Organisations(DMOs). The competitive strength will be estimated based on three critical success factors: search engine positioning; core areas of the DMO; and the website development of the DMO. The paper will concentrate on the ASEAN DMOs, and will use other selected DMOs in the region as benchmarks.

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