Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis
- 作者：Samantha Murdy ; Steven Pike ; sd.pike@qut.edu.au
- 关键词：Customer relationship marketing ; CRM ; Visitor relationship marketing ; VRM ; Destination marketing organisations ; Importance-performance analysis
- 刊名：Tourism Management
- 出版年：2012
- 期刊代码：83_02615177
- 类别：bus
- 出版时间：October, 2012
- 卷：33
- 期：5
- 页码：1281-1285
- 文件大小：419 K
摘要
Customer relationship marketing (CRM) initiatives are increasingly being adopted by businesses in the attempt to enhance brand loyalty and stimulate repeat purchases. The purpose of this study was to examine the extent to which destination marketing organisations (DMOs) around the world have developed a visitor relationship marketing (VRM) orientation. The proposition underpinning the study is that maintaining meaningful dialogue with previous visitors in some markets would represent a more efficient use of resources than above the line advertising to attract new visitors. Importance-performance analysis was utilised to measure destination marketers鈥?perceptions of the efficacy of CRM initiatives, and then rate their own organisation鈥檚 performance across the same range of initiatives. A key finding was that mean importance was higher than perceived performance for every item. While the small sample limits generalisability, in general there are appears to be a lack of strategic intent by DMOs to invest in VRM.