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Please use this identifier to cite or link to this item: https://zone.biblio.laurentian.ca/dspace/handle/10219/275

Title: Online Marketing Communication in the Tourism Industry: An Exploratory Study of Website Effectiveness Among Tourist Lodge Operators in Northern Ontario
Authors: Mulholland, Ron
Cachon, Jean-Charles
Keywords: website expenses
responsiveness
customer-base diversification
dépenses Web
réponse de clients éventuels
diversification de la clientèle
Issue Date: 2004
Citation: Mulholland, Ron; Cachon, Jean-Charles . (2004) "Online Marketing Communication in the Tourism Industry: An Exploratory Study of Website Effectiveness Among Tourist Lodge Operators in Northern Ontario". Journal of Small Business and Entrepreneurship, 17(3) 177-188.
Abstract: The use of the Internet for marketing communication was studied in a sample of 200 lodge operators from Northern Ontario. These firms are located in remote areas relative to their United States-based clientele. The use of the Internet for marketing communications was perceived as important to keep existing clients and secure new ones. Results show a correlation between levels of website expenses and levels of responsiveness from prospective clients. There is an indication that investing more money and time in a website can improve customer-base diversification. _______ Nous avons étudié l'utilisation de l'Internet pour la communication commerciale par I'intermédiaire d'un échantillon de 200 hôteliers du nord de l'Ontario. Ces entreprises sont situées dans des régions éloignées de leur clientele américaine. L'utilisation de l'Internet pour la communication commerciale est considérée importante pour conserver la clientele existante et pour en acquérir une nouvelle. Nos résultats montrent une corrélation entre Ie niveau des dépenses Web et le niveau de réponse de clients éventuels. II semble qu'investir davantage d'argent et de temps dans un site Web puisse accroître la diversification de la clientèle.
URI: https://zone.biblio.laurentian.ca/dspace/handle/10219/275
ISSN: 0827-6331
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