Abstract
The success of many destination marketing initiatives is dependent upon the effective engagement of a significant proportion of small tourism businesses. This represents a significant challenge for public sector agencies charged with the development and implementation of such initiatives, many of which have deliberately integrated e-commerce components in response to the re-engineering of tourism market places and supply chains. Drawing on associated literature and empirical research presented in the form of a case study, this paper makes a contribution towards understanding and knowledge pertaining to small tourism businesses, their engagement in e-commerce practices and consequential interaction with destination marketing organizations.
| Original language | English |
|---|---|
| Pages (from-to) | 104-115 |
| Number of pages | 11 |
| Journal | Tourism and Hospitality Research |
| Volume | 4 |
| Issue number | 2 |
| Publication status | Published - Dec 2002 |
Keywords
- marketing
- small businesses
- hospitality
- research
- e-commerce
- tourism