MARKETING ON THE INTERNETA Guide for Tourist Attractions

Prepared by Pierre J. Benckendorff

School of BusinessTourism ProgramJames Cook UniversityTownsville Qld. 4811

Special Report for Australian Tourist AttractionsFebruary 2001

Partial Funding from the CRC for Sustainable Tourism is Acknowledged.

DISCLAIMERWhilst all care has been taken in compiling this document, James Cook University and the author accepts no liability or responsibility for any loss ordamage suffered as a result of direct or indirect use or application of information contained herein. The views and opinions of the author may notnecessarily represent those of James Cook University.

COPYRIGHTCopyright © 2001 James Cook University and the Author. All Rights Reserved

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MARKETING ON THE INTERNETA Guide for Tourist Attractions

CONTENTS

EXECUTIVE SUMMARY ii

CHAPTER 1: INTRODUCTION AND BACKGROUND INFORMATION1.1 An International Network 11.2 The Internet as a Marketing Tool 21.3 The Internet and the Tourism Industry 2

CHAPTER 2: AN INTEGRATED MODEL FOR SUCCESSFUL INTERNET MARKETING2.1 Elements of Successful Internet Sites 3

CHAPTER 3: SITE PLANING ELEMENTS3.1 Internet Marketing Objectives 43.2 Identifying the Target Audience 4

CHAPTER 4: SITE DESIGN ELEMENTS4.1 Background 54.2 Interactivity 54.3 Navigation 64.4 Functionality 6

CHAPTER 5: SITE CONTENT ELEMENTS5.1 Background 85.2 Readability 85.3 Integrity 85.4 Value-Added Features 85.5 The Marketing Mix 9

CHAPTER 6: SITE MANAGEMENT ELEMENTS6.1 Background 116.2 Maintenance 116.3 Promotion 116.4 Resources 11

CHAPTER 7: INTERNAL MARKETING AND MARKET INTELLIGENCE7.1 The Internet and Internal Marketing 137.2 Market Intelligence 13

CHAPTER 8: DEVELOPING A WEBSITE8.1 Steps to a Successful Website 158.2 Who will Build My Website? 158.3 Plan Your Website 158.4 Get the Right Tools 168.5 Build Your Site 168.6 Test Your Site 168.7 Find Somewhere to Put Your Site 168.8 Register a Domain Name 178.9 Upload Your Site 178.10 Promote Your Site 178.11 Maintain Your Site 17

CHAPTER 9: KEY RECOMMENDATIONS AND CONCLUSIONS9.1 Recommendations 189.2 The Future 18

REFERENCES 19

APPENDICES 21

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EXECUTIVE SUMMARY

Several commentators have suggested that the Internet is the most significant development incommunications since the invention of the telephone. The tourism industry, with its intangible productsand services, is intrinsically suited to Internet marketing. The growing range of travel markets,products, and destinations, as well as the increasingly difficult task of finding and communicating withdistinct market segments indicates that the Internet offers a potentially valuable tool for marketingtourism.

The report develops a detailed overview of the Internet as a marketing medium and investigates itsapplicability to the tourism industry and to the attraction sector in particular. The report is divided intoeight concise sections as outlined below:

• Chapter 1 – provides a brief overview of the Internet and its origins and identifies some keycharacteristics and trends. The chapter also examines the role of the Internet as a marketing toolfor the tourism industry.

• Chapter 2 – presents twelve elements of successful Internet sites grouped into four broadcategories. The first category explores planning elements consisting of attraction marketingobjectives and target markets. The second category investigates three web site design elementsconsisting of interactivity, navigation and functionality. Content elements such as readability,integrity, value-adding and marketing mix variables are included in the third category. The fourthcategory evaluates management elements consisting of site maintenance, promotion andresources. From these twelve elements an integrated model for successful Internet marketing isdeveloped. The model provides a framework for presenting the remainder of the report and alsoacts as a guide for attractions planning to establish or revise their sites.

• Chapter 3 – examines the two site planning elements (objectives and target audience).

• Chapter 4 – examines the site design elements of interactivity, navigation and functionality.

• Chapter 5 – examines the site content elements (readability, integrity, value-adding and themarketing mix).

• Chapter 6 – examines the management elements of maintenance, promotion and resources.

• Chapter 7 – introduces the concepts of internal marketing and market intelligence and explainshow the Internet can be used for these two marketing applications.

• Chapter 8 - provides a step-by-step guide to building a website for a tourist attraction.

• Chapter 9 – provides some key recommendations along with some insights into the future oftourism marketing on the Internet.

The report also includes a number of tips related to the main elements discussed in each chapter.These tips are presented in boxes throughout the report. They are designed to act as a summary andguide by providing readers with a easy way to identify key points and Internet marketing strategies.

INTRODUCTION ANDBACKGROUND INFORMATION

1.1 AN INTERNATIONAL NETWORK

In just under thirty years the Internet has evolved intowhat Brown (1997) describes as the most significantdevelopment in communications since the inventionof the telephone. From its humble foray into thecommercial world in 1992, the Internet hasrevolutionised the way in which we communicate.

The term ‘Internet’ is an acronym for InternationalNetwork but it is most commonly described as anetwork of networks.

It is estimated that the Internet may be comprised ofover 72 million networked host computers connectingpossibly 66 million users (at any one time) out of apotential 304.36 million who have access. (NetworkWizards, 2000; Nua, 2000). The number of usersconnecting to the Internet worldwide is growing at aphenomenal rate. In fact, the Internet is the fastestgrowing communications medium ever. It’s rate ofadoption is faster than radio in the ‘20s, television inthe ‘50s and mobile phones in the ‘80s (Ballantyne,1999). Figure 1-1 shows the growth in the number ofusers who have access to the Internet world wide.The chart is based on a number of estimatesprovided by online research institutes. A trend-lineprovides an indication ofestimated levels of use up tothe end of 2001.

In Australia, the AustralianBureau of Statistics (2000)has reported that 6 millionAustralians over the age of 18had accessed the Internet inthe twelve months toNovember 1999. The numberof Australians accessing theInternet from home hasdoubled every year since1996 (Australian Bureau ofStatistics, 1998).

Figure 1-2 indicates the originof Internet users worldwide,with the Asia-Pacific Regionaccounting for 23%. Within theAsia-Pacific region Australiamakes up 10% of Internetusers, however, Australia has

the highest proportion of Internet users peras Figure 1-3 indicates. Market researchAustralia has predicted that total Internet revenue in Australia will grow from A$127.31997 to more than A$16 billion in 2002 (Munro,

The phenomenal growth of the Internet in thebe attributed to the development of the World(WWW). Contrary to prevailing opinion the Inthe WWW are not interchangeable terms. Thean umbrella term that encompasses a numbeapplications such as the WWW, e-mail, chat, so forth (Foxworthy, 1997). The WWW developed in a Switzerland physics lab in 191996). The WWW provides structure to the allowing information to be manipulated graphical user interface (Harris, 1996).

The emergence of the Internet as a vehicle fogrowth has been recognised by the Commonwealth Government. The Australian Ghas established the National Office for the IEconomy (NOIE), which operates as a separwithin the Department of Communications, the Economy and the Arts (Alston, 1998).

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Estimated number of Internet Users Worldwide

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FIGURE 1-1 – Estimated number of Internet users worldwide

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(1998), suggests that the travelindustry will account for 35percent of all online sales bythe year 2002. This willrepresent the largest singlecategory of products sold overthe Internet. The potential ofthe Internet for marketing anddistributing travel-relatedproducts is being utilised bythe airline sector with 27 majorairlines cooperating to launcha key travel portal site in 2000.

The Internet offers a number ofbenefits that are especiallyrelevant to the marketing oftourism. Travel is a sensoryexperience, it is sold on imagesand dreams (Pollock, 1995).Travellers are not simply buyingbed spaces, airline seats orfood and beverages, they are

Japan30%

South Korea15%China

13%

Indonesia12%

Australia10%

Taiw an7%

India7%

Other6%

Worldwide Distribution of Internet Users – May 2000

World Total: 304.36 million

Asia/Pacific Total: 68.9 million

Source: Nua Internet Surveys, 2000

Africa1%Middle East

1%

Canada & USA44%

Asia/Pacif ic23%

Europe27%

South America4%

FIGURE 1-2 – Worldwide Distribution of Internet Users

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1.2 THE INTERNET AS A MARKETING TOOL

The versatility of the WWW has meant that it hasbeen described by some marketers as the Holy Grailof marketing (Foxworthy, 1997). The interactivenature of the WWW provides a much better means ofcommunication with the customer than conventionalmedia because the effort required by the customer torespond is much lower. Unlike television or radio, theWWW allows users to control the delivery ofinformation by selecting only that data which is mostvaluable to them.

The true marketing potential of the WWW becomesapparent when it is combined with other parts of theInternet, such as electronic mail (e-mail). Themarriage of the WWW and e-mail creates a systemwhich, for the first time, supports real time one-to-one and one-to-many communications (Eastman,1996). The Internet makes it possible to cost-effectively market to as many or as few people as isdeemed appropriate.

1.3 THE INTERNET & THE TOURISM INDUSTRY

The growing range of travel markets, products, anddestinations, as well as the increasingly difficult taskof finding and communicating with distinct marketsegments would suggest that the Internet offers apotentially valuable tool for marketing travel andtourism (Pollock, 1995). In fact, recent researchsuggests that the Internet is becoming a lucrativetool for marketing and distributing travel-relatedproducts. The number of Internet users shoppingonline for travel and leisure products and servicesdoubled in 1999 to 27 million, up from 13.4 millionin 1998, according to findings by online marketresearch firm CyberDialogue (2000). Datamonitor

fulfilling fantasies (Archdale, 1995). The Internet, with itsproliferation of text and multimedia has the power toprovide a range of stimuli that encourage consumers topurchase a travel product or service.

Archdale (1995) also notes that the profile of Internetusers is characterised by some very desirabledemographic characteristics. Pollock (1995; p.76)suggests that Internet users tend to be “affluent, welleducated, frequent travellers who spend above averageon travel, recreation and entertainment.”

As travel continues to become increasingly global, thecompetitive pressure on individual destinations andattractions will increase. If the Australian tourismindustry is to be economically sustainable andinternationally competitive then attractions must beginto realise the importance of the Internet and mustdevelop strategies and ideas to harness its marketingpotential.

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FIGURE 1-3 – Proportion of Population Online

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AN INTEGRATED MODEL FORSUCCESSFUL INTERNET MARKETING

2.1 ELEMENTS OF SUCCESSFUL INTERNET SITES

A summary of information from a number ofpractitioners and researchers identified 12 elementsthat are essential to the development of a successfulweb site. These elements were grouped according tofour broad Internet marketing considerations. Foreasy reference the elements are summarised inTable 2-1.

From the twelve elements presented in Table 2-1 it ispossible to develop an integrated model for successfulInternet marketing (presented in Figure 2-1). The firststage of the model is concerned with the need for amarketing plan that outlines the Internet marketingobjectives and strategies. The Internet marketingobjectives of the attraction will be met by the selection ofsome or all of the three Internet marketing applications(external marketing, internal marketing and marketintelligence). Each Internet marketing application isintended for a different audience. External marketing istargeted predominantly at potential and actual clients,whilst internal marketing is aimed at employees,intermediaries or stakeholders who are associated withthe internal operations of the attraction. MarketIntelligence provides information for the decision-makersin the organisation, including managers and employees.

The model indicates that the various audiences in theInternet marketing arena can share information with eachother by using e-mail or a corporate Intranet. E-mailfacilitates communications both within and outside theattraction. The Intranet, on the other hand, acts solely asa communications medium for those involved in theinternal operations of the attraction. In addition, thosewithin the organisation can gather market intelligence froma number of online information sources, includingcustomer feedback, competitor sites and onlineresources.

The most visible and resource intensive part of theInternet marketing effort involves the development of theweb site. The model shows the various design, contentand management elements identified by the research.Broken lines indicate that there may be linkages betweenthese elements and other parts of the model. Forexample, the presence of e-mail will impact on design andmaintenance elements of the web site. The Intranet maybe linked to the attraction web site and may be influencedby the design, content and management elements.Conversely, market intelligence will influence thedevelopment of the web site by providing data, ideas andinspiration through online resources, competitor sitesand customer feedback.

The following five chapters apply the model presented inFigure 2-1 to provide a useful step-by-step guide toestablishing and maintaining a successful Internet site.

TABLE 2-1 Elements of Web Site Development

Plan

ning

i. Strategies and objectives must be formulatedand formalised in a marketing or business plan.

ii. The target audience must be identified and thesite must meet the needs of market segments.

Des

ign

iii. The design of the site must include features thatfacilitate interaction between the user and theorganisation. (eg. e-mail, forms, hyperlinks)

iv. The site should have a hierarchical structurewhich is supported by navigation aids thatcreate a sense of place and allow users to movearound in the context of the site (eg: menus,icons, site maps and search engines)

v. Other essential features that add functionalityand aesthetic appeal must also be included (eg:multimedia, multilingual support, timelyinformation, corporate identity)

Con

tent

vi. The textual content on the site must bereadable.

vii. The site must have integrity in terms of thecredibility, relevance and accuracy of theinformation presented.

viii. The site should make use of value-addedcontent to encourage users to explore furtherand to return to the site.

ix. Evidence of the marketing mix variablesshould be present as a framework fordeveloping site content.

Man

agem

ent

x. The site needs regular maintenance to add,revise or remove content.

xi. Promotion of the site must take place usingonline resources and an integrated approachthat incorporates traditional media.

xii. The financial, human and physical resourcesrequired for the Internet marketing effort mustbe considered.

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SITE PLANNINGELEMENTS

3.1 INTERNET MARKETING OBJECTIVES

Sargan (1998) suggests that the entire structureand content of the web site will depend on theInternet marketing objectives. These objectives areusually formalised in a marketing strategy or plan.Marketing strategies identify how the organisationwill meet its objectives using its strengths while atthe same time reducing weaknesses (Adam andWestberg, 1998).

A web site plan should try to answer the followingquestions:

• Who? Who is the intended audience? List theaudience background, their interests, skills,values and knowledge.

• What? What's the purpose of the site? Toeducate, entertain, sell, inform, or acombination of these.

• When? When should the site be launched?How often will the site be updated - daily,weekly, twice a month, or monthly?

• Where? Where is the site going to be hosted?

• Why? Why is the site being developed? Tocreate a Web presence for the attraction, etc.?

• How? How do you plan to research materialfor the Website?

3.2 IDENTIFYING THE TARGET AUDIENCE

As with traditional advertising, an effective sitemust be designed around the needs andmotivations of the target market (Web Magnet,1998; Apple, 1996). Target markets need to beidentified in the planning stages of the Internetmarketing effort because the information providedby the web site must be tailored to the needs ofthese users.

As a starting point to identifying potential targetmarkets for external marketing, attraction operatorsneed to have an understanding of thedemographics of current WWW users.

Appendix 1 provides a summary of the dand trends for users who access the WWinformation.

Rather than identifying generic target mar‘tourists’ or ‘international’, attraction operaavailable demographic data to identify mand accurate target markets. Attraction optake the time to accurately identify the chaclients who will access information about on the Internet in order to provide relevanIt should also be recognised that some abe better suited to online marketing duematch between the product base and demographics of tourists looking for travonline.

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SITE PLANNING TIPS

Objectives1. Before you embark on an Interne

effort make sure that you identifwish to achieve (your objectives)For example, a key objective mprovide 24 hour access to informthe attraction.”

2. Formalise your Internet marketingand strategies in an Internet mark

Target Audience3. Specify your target market(s) acc

age, income, marital status, gendeducation and so forth.

4. Match your target markets with thavailable at your attraction.For example, travellers aged betwand 25 may enjoy activities such jumping, skydiving or hiking.

5. Design the site based on identifiemarkets to ensure that you offer sfor each market segment.For example, your site may havefunctions section, a family sectionadventure section and so forth.

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SITE DESIGNELEMENTS

4.1 BACKGROUND

The design of the site plays an important role indetermining whether visitors explore the site beyondthe homepage and whether they leave the sitesatisfied (Apple, 1996). The model presented inFigure 2-1 identifies three key elements of sitedesign: interactivity, navigation and functionality.

4.2 INTERACTIVITY

Interactivity is the key to encouraging themultilateral flow of information between theorganisation and the consumer (Sterne, 1995). Itallows the user to respond to stimulus on the website in order to receive further benefits. Suchbenefits are most commonly in the form of moreinformation.

Listing a phone number, fax or address on theweb site provides the most basic of interactivefeatures. While the listing of contact details isessential, they should not be the only means forvisitors to provide feedback. The exclusive use ofthese techniques renders the web site no differentto a brochure or business card carrying the sameinformation and does not provide interaction acrossthe same medium.

E-mail is the most obvious example of increasinginteractivity between the organisation andcustomers, and as such it is an essentialcomponent in web site design. In addition toproviding e-mail services, organisations must beprepared to respond to incoming messages swiftly.

Forms can add interactivity to a site in the sameway as e-mail by allowing the user to easilyrespond to the content displayed on the WWW site.Examples of forms include online informationrequests, online comments forms, online guestbooks, and online surveys.

While hyperlinks are often overlooked due to thefact that they are essentially the means fortravelling from one page to another, they doprovide interactivity (Sun Microsystems, 1995).Hyperlinks allow the user to interact with the site byclicking on a highlighted keyword, icon, image mapor navigation bar.

If used innovatively contests can attractsite while adding interactivity. Examplesconcept of a treasure hunt where userspage to page collecting clues to complete quiz that asks questions related to informsite (Adam and Westberg, 1998). While cgood idea in theory they clearly require aof resources for prizes. In addition, prizesbe distributed to overseas winners if the cnot limited only to Australian users.

Online reservations can add a hiinteractivity to a site by allowing the visitand purchase a product or service throumedium. Successful online shopping andsites such as Amazon.com andExpedia/Getaway Travel have recently emthis presently accounts for only 0.8 pemarket, global online travel is expected to percent by 2002. In economic terms this ta A$12.6 billion industry. While many attratraditionally handle reservations, an onlineservice can provide some distinct particularly to larger attractions. Firstly, convent and credible service for people wthe attraction. Secondly, it adds value to thirdly, it provides yet another avenue fpotential visitors to actual visitors. Howreservations may not be viable at present.

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SITE DESIGN TIPS

Interactivity

1. Ensure that your address, phondetails are easily accessible homepage.

2. Add features such as e-mhyperlinks, contests and interactienhance the interactivity of your s

3. Give one person the responchecking e-mail at least onceensure a prompt response to qutask is best suited to the pmarketing or public relationmanager.

4. Consider adding an online purreservations facility.

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5

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6

are still reluctant to purchase products andservices over the Internet but continualimprovements to data encryption has meant thatmany Internet users are becoming morecomfortable with the practise.

Interactive maps, or image maps, are interestingfeatures that could be used creatively by attractionweb sites. An image map is a graphic thatcontains ‘hot zones’. When a hot zone is clicked itacts as a hyperlink by taking the user to anotherarea of the site. Interactive maps can allow theuser to click on a pictures or feature of theattraction to obtain more detailed information.

4.3 NAVIGATION

The Georgia Tech Research Corporation (1998)claims that one of the most important issuesfacing the Internet at present is overcoming theproblem of the user being ‘lost’ in the virtualinformation space provided by the WWW. Tocombat this problem WWW pages must bearranged in a logical structure or hierarchy thatallows the user to develop a mental model of thesite and its contents (Sargan, 1998; Apple, 1996).This structure must be supported by navigationalaids which allow the user to move from one pageto another (Hamill, 1997). There are two aspectsof navigation: site structure and the use ofnavigational aids.

Navigational aids, such as icons, hyperlinks andmenus, are commonly displayed on thehomepage of the site. Benjamin (1996) suggeststhat the optimum number of menu items on thehomepage should be between three and seven.More than seven items can confuse or handicapthe user’s ability to cope with the information.These items can then be broken down into moredetailed headings at the next level.

Navigation is required on all pages so that usersknow where they are and where they can go in thecontext of the site. This can be achieved bydisplaying a consistent menu or collection oficons on all pages (Apple, 1996). Ensuring thatpage titles reflect the titles presented in menus canfurther reinforce a sense of place (SunMicrosystems, 1995). The use of these featureswill ensure that a user can move between the mainareas of the site without returning to thehomepage.

For complex sites a site map or site index can bea useful tool for presenting the site in full detail(Sun Microsystems, 1995). A good index pagepresents every page on the site in a hierarchicalstructure. Complex sites can also benefit fromsearch engines that scan the site for keywordsentered by the user (Apple, 1996).

The structure of most websites can be classifiedinto four categories: flat, bookmark, single layer

and multi-layer nested. Most sites have either singlelayer or multi-layer structures. These types of sitesrequire information to be arranged hierarchically, withinformation flowing from general to more specific. Fourtypes of hierarchies are possible for tourist attractions.The first hierarchy is based on an attraction featuresapproach which presents the elements of the attractionat the top of the hierarchy. The second approachdisplays the activities offered by the attraction at the topof the hierarchy. The next level of the hierarchy thenprovides specific information on attraction features. Thethird hierarchy provides a segmented approach thatfocuses on the information needs of market segments.Attraction features are again provided at the next levelof the hierarchy. The fourth approach involves a hybridhierarchy which incorporates elements of the first threehierarchies.

4.4 FUNCTIONALITY

Additional features which add functionality, aestheticappeal and diversity to the site are also important(Hamill, 1997). Consequently site features such asmultimedia, language support and currency ofinformation will also need to be considered in thedesign process.

4.4.1 MultimediaWhile pictures can be very effectively integrated intothe design of the site, photographs have traditionallybeen used to entice travellers to visit an attraction.

Effective use of colour can often take the place ofgraphics to provide a vibrant, creative site that enticesthe user to explore further. Furthermore site colours canbe integrated with corporate colours and graphics toachieve a professional, aesthetically pleasing result.Research by the Georgia Tech Research Corporation(1998) also indicates that WWW users show apreference for black against white.

Audio and video are an interesting tool for attractionsites in terms of providing ‘live’ visual and auditory

SITE DESIGN TIPS

Navigation1. Ensure visitors can find their way around

your site by providing navigational aids suchas menus, icons and a site index.

2. Display a consistent set of menu items oneach page so that users do not have toreturn to the homepage in order to get toother parts of your site.

3. Consider arranging your site in a hierarchybased on attractions features, activities,marketing segments or a combination of allthree (see text above).

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stimulus of the destination. Sound can be used toprovide background narrative on pages describingthe various parts of the attraction. Often this soundcan be lifted from promotional videos oradvertisements. This is a very effective andcreative method of adding functionality to the siteand has the added benefit of assisting users withvisual impairments.

Due to current problems with low bandwidthmultimedia should be used sparingly. One of thebenefits of the Internet is its ability to provideinformation quickly. This convenience is dampenedwhen a site takes several minutes to download. Anoptimum download time of 10 seconds issuggested, but research has indicated that manyusers are prepared to wait up to 30 secondsprovided the site is worth the wait! (Web Magnet,1998). It is also worth noting that Australian sitesaccessed by North American or European usersmay experience a much longer download time.

There are some innovative methods to decreasedownload time. One method is to make use ofthumbnail graphics. Thumbnails display a smallerversion of a graphic which is linked to another pagecontaining a larger version of the image. Thisprovides the user with an option to select anygraphic they wish to see in greater detail. Anothertechnique involves repeating the samephotographs across a number of pages. Using thesame image on multiple pages improvesperformance because the image has already beendownloaded to the user’s computer (Apple, 1996).

4.4.2 Cross-cultural supportIt has been predicted that the next few years willsee the internationalisation of the Internet (Nielsen,1998). To fully utilise the Internet as aninternational marketing medium, attractions mustdevelop strategies to deal with cross-culturaldifferences. This can be most easily achieved byincorporating multi-lingual capabilities into thesite. With a number of European and Canadianusers accessing the Internet it may beneficial toprovide information in languages such as Germanand French. The rapid growth of the Internet inLatin America and Asia would suggest thatSpanish and Asian languages will also becomemore necessary.

4.4.3 Corporate identityA corporate identity (logo and/or name of theattraction) provides a consistent link between allpages, and reminds the visitor of the informationsource. The use of a corporate identity can alsoassist in brand recognition (Apple, 1996). In someinstances the corporate logo can also double as ahyperlink to the home page.

4.4.4 Currency of informationA ‘Last Updated’ feature indicates when theinformation on a web page was last refreshed. Thisfeature is useful in providing visitors with an idea of

the currency of information (Apple, 1996). Ideally pagesshould be dated individually. A ‘What’s New’ link to alist of recent changes and additions to the site providesregular visitors with an easy method of receiving themost current information. When this feature is updatedregularly it can add an element of ‘freshness’ to the site(Web Magnet, 1998; Murphy et al., 1996).

4.4.5 Banner advertisingBanner advertisements usually consist of small static oranimated graphics. Banner advertisements can be animportant source of revenue for maintaining the Internetmarketing effort.

4.4.6 Download facilitiesAttractions can make their brochures available online inPDF (portable document file) format that can bedownloaded, viewed and printed by visitors in theiroriginal form. This benefits users by allowing them todownload brochures and maps that can be used to plana vacation. This feature also provides an importantstrategic advantage. The use of download facilities canreduce the costs associated with producing and mailingbrochures to prospective visitors.

SITE DESIGN TIPS

Functionality1. Utilise multimedia such as colour, graphics,

sound and video to enhance your site but beaware that these features can prolongdownload time.

2. Optimise download time by:

• reducing the size and colours of images

• using ‘thumbnails’ (see text)

• using the same images on multiple pages

3. Consider adding information in otherlanguages to assist potential internationalvisitors (eg. German, French, Japanese).

4. Enhance brand recognition by displaying aconsistent corporate identity (such as alogo) throughout your site.

5. Use features such as a ‘last revised’ dateand a ‘what’s new’ section to give users anidea of the currency of your pages.

6. Consider adding downloadable versions ofkey brochures in portable document format(PDF).

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SITE CONTENTELEMENTS

5.1 BACKGROUND

Ellsworth and Ellsworth (1995) propose thatinformation-rich content is a major characteristic ofsuccessful web sites. This is supported by anumber of commentators who claim that crediblecontent is the most important trait of a well-designed site (Sun Microsystems, 1995). Wilson(1996a) proposes that web content plays three keyroles: attracting users to the site, convincing themthat the information is credible, and promoting theorganisation’s products or services. As the modelin Figure 2-1 shows, content considerationsencapsulate four elements that are essential to asuccessful web site: readability, integrity, value-added information and the marketing mix.

5.2 READABILITY

A key element of textual content involves thereadability of information (Nielsen, 1997b). Arecent study by Nielsen and Morkes (1997)suggests that users scan web pages rather thanreading them. Web sites can take advantage of thisbehaviour by using highlighted keywords,meaningful subheadings, bulleted lists and simpleparagraphs (Nielsen and Morkes, 1997).Furthermore, Nielsen (1996) suggests the use ofan inverted pyramid model, such as that used byjournalists, when writing for the web. Becausepeople do not take the time to read web pages indetail important information should be presentedclose to the top of the text. This essentially meansthat the conclusion or summary is presented first,followed by the most important supportinginformation, and ending with backgroundinformation.

Nielsen and Morkes (1997) also found that usersfind web content more acceptable if it is conciseand objective. They suggest that one method ofachieving these guidelines is to reduce textualinformation to half the word count of conventionalwriting. This suggestion is supported SunMicrosystems (1995), who found that users havelow tolerance for scrolling. Research suggests thatusers can scroll through about four screenfuls oftext before being frustrated with the scrollingmechanism, or becoming disorientated within thecontext of the site. Benjamin (1996) suggests thateach web page should contain about 200 to 500words of text.

A subset of readability is the provision for easyprinting of information (Apple 1996). If the site is

arranged in a number of window sized pamay end up with a cue-card style printout. useful to provide a link to a printable copinformation that is designed for off-screethe absence of downloadable brochures, earlier, printable versions the site contentbeneficial to the visitor.

5.3 INTEGRITY

The integrity of the site refers to threlevance and accuracy of the informatiocan be established by identifying the attrofficial source of information on the desMagnet (1998) advises that the inclusion Us” section on the web site will also credibility of the organisation. The organisthis section to provide information sorganisation’s mission, vision, services, mcontact details. Another section may profrom satisfied visitors. In addition, the aenhance its credibility by referring tocommendations which it may have receiveinclude state and national tourism awardsawards. Credibility is further enhanced by textual content is free from spelling anderrors (Apple, 1996).

Information will also be more credible if it the target audience. In a situation where rlimited an exploration of competitor sitesinspiration for the presentation of relevant

5.4 VALUE-ADDED FEATURES

Value-added marketing is essentially baseprinciple of offering something of value fthe reputation of the organisation (Sterne, postcards, give-aways and links to other used as a means of adding value to a1997).

Virtual postcards are electronic photograbe sent to another Internet user. Like a remessage is commonly attached to theVirtual postcards of the attraction have theas their traditional counterparts – they feature depicted by the photograph.

Give-aways are an alternative to comrather than adding interactivity, they can interactive methods such as survey formprovide discount coupons, screen saversbitmaps that can be downloaded after conline survey or comment form (Briggs, 19

5

8

ges the userIt is thereforey of relevant

n viewing. Inas discussed may be very

e credibility,n. Credibilityaction as antination. Webof an “Aboutenhance theation can useuch as theembers andvide quotesttraction can

awards ord. Examples or web siteensuring that grammatical

is relevant toesources are can provideinformation.

d around theree to enrich1995). Virtualsites can be

site (Briggs,

phs that canal postcard, a photograph. same benefitpromote the

petitions butsupport others. Sites can

or wallpaperompleting an97). Bitmaps

9

and screensavers can include scenes from theattraction.

Links to other sites add value by providing apathway to relevant information that theorganisation may not be able to provide through itsown resources. Links to weather information,currency converters and the Australian TouristCommission’s tourism promotional site can provideuseful tools for users visiting an attraction’swebsite.

International travellers tend to visit severalattractions while in Australia. It is thereforebeneficial to provide a link to the sites ofneighbouring attractions. Ideally linkages to othersites can lead to online partnerships.

5.5 THE MARKETING MIX

The role of the marketing mix in the presentation ofcontent should also be considered. According toAdam and Westberg (1998, p20) it is the marketingmix that “leads to meeting the needs of the targetmarket consisting of those who want information oronline solutions via the Internet.” Traditionalmarketing theory has postulated the existence offour P’s in the marketing mix. These are product,promotion placement and price. (Kotler et al.,1998).

Product is concerned with the mix of tangible andintangible goods and services offered by theattraction. Product elements are the basis of thecontent being presented on attraction web sites.

Promotion relates to the activities thatcommunicate the merits of the attraction andconvince consumers to visit it. Opportunities existfor attractions to deliver public relations servicesthrough the provision of media statements, regularnewsletters, and other information about theorganisation.

The price element deals with the cost of tourismproducts and activities at the attraction. Pricingprovides some visitors with the opportunity tobudget more accurately before they embark ontheir journey. As with programming information(see below), pricing information needs to beevaluated and updated frequently, so it may not bean option for a low maintenance site.

Placement involves the activities that make theproduct available to consumers. The place elementof the marketing mix is primarily concerned with thedistribution of the attraction’s product. Attractionscan improve the place element of the Internetmarketing mix by providing linkages or contactinformation to tour operators and travel agents thatcarry their product. Furthermore, distribution canbe enhanced by developing an online purchasingsystem.

Morrison (1996) suggests that the uniquecharacteristics of travel products mean that four

additional marketing mix elements can be introduced.These include people, packaging, programming andpartnership.

The people element is concerned with the ways inwhich people are involved in the delivery of the product.The Internet offers great opportunities for personalisedservice. The provision of customised services such aselectronic newsletters can provide a personalisedservice that enhances the long-term relationship withindividuals. Another method of personalising theInternet marketing effort is to ‘put a face behind the

SITE CONTENT TIPS

Readability1. Use an inverted pyramid model when writing

for the web (see text).

2. Present text in small paragraphs broken upby headings or highlighted keywords tomake it easy for users to find and read theinformation they need.

3. Limit the amount of text per page tobetween 200 – 500 words.

4. Provide printable versions of web pagescontaining key information such as prices,contact details, events, maps and so forth.

Integrity5. Enhance the integrity of your site by:

• identifying the site as the ‘official’ source

• adding an ‘about us’ section

• including quotes from satisfied visitors

• listing awards or commendations

6. Consider adding information for non-travelmarkets such as the media, children, travelwriters, school students and film scouts.

Value added features7. Make use of features such as virtual

postcards and giveaways (such as discountcoupons, screensavers and wallpaperimages) to add value to your site.

8. Include links to relevant information that youcannot provide on your own site.

Examples include the Australian TouristCommission sites, the Australian Bureau ofMeteorology and state tourism sites.

Marketing Mix9. Use the eight P’s of tourism marketing (see

text) as a framework for presenting a morecomplete range of content.

"

10

site’. This can be achieved by providing a pagecontaining photos, names, job titles, e-mailaddresses and short descriptions of each staffmember.

Packaging involves the assembly of variousservices into one product that meets the needs of atarget market while programming is concernedwith presenting special activities and events thatgive added appeal to a package or travel service.

Packaging suggests the consolidation of some of aregion’s services into a single product that can beoffered to visitors. This is often beyond the scopeof many attractions. However, attractions do haveaccess to information about packages developed

by tour operators. A ‘tours’ or ‘special offers’ section onthe WWW site can provide information about suchpackages while forging partnerships with other localattractions.

The most common way to provide programming on awebsite is to include a calendar of events for theattraction. These events do not have to be limited toorganised functions, but could also include seasonaloccurrences.

Partnership involves cooperative promotions and othercooperative marketing efforts with other organisations.The partnership element is more challenging to includeon the web site. Attractions can add this element bydisplaying logos or links to partner sites.

6.1 BACKGROUND

Managerial issues are ofnecessary part of the (Nielsen, 1997a). Changand technology means thconstant flow of resourcand maintenance.

6.2 MAINTENANCE

The maintenance of the of outdated information aaddition of new informaprices, products and eregularly (Web MagnetSites that do not update tnot taking advantage of to provide timely informaabsence of clear benchmthe site should be renewwith fresh material.

6.3 PROMOTION

One of the most difficmanagement involves thethe site has been built. UWWW is a ‘pull’ technoloorganisation must attraResearch suggests thatused to find Internet sitesearch engines and onTech Research Corporati

Promotion of the site thrand online directories commitment. It is impcontinually search for nethem to submit (or reMagnet, 1998). Search econvenient method for finOnce the site has beenengine, however, the lisAccording Fleishman (1have found that listings by search engines andsubmitted.

One dilemma faced by search engines is the(Wilson, 1996b). The differentiate an attractionpossibly thousands of otattractions avoid generic

SITE MANAGEMENTELEMENTS

ten overlooked, but are aInternet marketing effortes in user demographicsat the web site requires aes to facilitate promotion

site involves the removalnd links (‘linkrot’) and thetion. Content concerningvents must be revised, 1998; Wilson, 1996a).heir content frequently arethe ability for the Internettion at a low cost. In thearks, it is suggested thated at least once a month

ult aspects of web site attraction of visitors oncenlike traditional media thegy, which means that thect visitors to its site.

the top three resourcess are other WWW sites,line directories (Georgiaon, 1998).

ough links on other sitesrequires a never-endingortant for attractions tow opportunities that allowsubmit) their site (Webngines provide an easy,ding sites on the Internet. submitted to a searchting must be monitored.998) a number of sitesperiodically get ‘dropped’ may need to be re-

organisations when using selection of keywordscorrect keywords will’s site from hundreds orhers. It is suggested that keywords such as travel,

holiday or vacation. Specific keywords neeto provide detailed information about theFor example, the site can use keywordspecific product strengths (eg. rainforest, otropical and so forth). Keywords can aspecific activities offered by the attadventure, bungy jumping, white-water raforth). Possibly the most specific method keywords is on a geographic basis (eNorthern Territory, Alice Springs, Ayers Rforth). A combination of these three methobe used to promote the WWW site. If the csites changes, keywords may need to be re

Apple (1996) suggests that many search sites based on the frequency of keywodocument they find. Therefore, using the sain different parts of a web page will likelihood of the page being found by visitofor that keyword. Many search engines alssites according to their use of META tagsallow keywords to be incorporated into theof the web page without actually displaying

The web site can also be promoted traditional means. Print media is the common source for finding Internet sites (GResearch Corporation, 1998). The Internepromoted through print media (brochurecards, newspapers and magazines) traditional sources (television and radio) byintegrated marketing approach.

The site can also be promoted as part relations exercise. This would most commthe release of a media statement newspapers and magazines noting the lauor refurbishment of the site and espousingWhile a local newspaper may be intereinformation, opportunities also exist publications such as trade journals (eg. Tcommunity magazines (eg. The Bulletin); aassociation publications (eg. the RACQ’s R

6.4 RESOURCES

Bygrave (1997) proposes that before embaInternet marketing effort organisations showhat resources are realistically available. financial, human and physical resourceforgotten by organisations when they desite. Financial resources must be allocathe development and maintenance of marketing effort. Human resourcesconsidered in terms of expertise in dealing

6

11

d to be used destination.s based onutback, reef,lso refer toraction (eg.fting and sofor selectingg. Australia,ock and so

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12

Internet technologies. It is important for attractionsto ensure that individuals in the organisationreceive appropriate training to develop skills andknowledge in dealing with the Internet. Clearly thelevel of expertise is considered to be important tothe Internet marketing effort. Expertise can beviewed as a human resources issue. Steps shouldbe taken to ensure that at least one employee

within the organisation has the necessary skills tomanage the technology. Furthermore, these skills mustbe maintained and updated according to changes intechnology. The availability of physical resourcessuch as computer hardware and software to support heInternet marketing effort is also a key

SITE MANAGEMENT TIPS

Maintenance1. Revise and update your site at least

once a month to provide a feeling of‘freshness’ and to remove outdatedinformation and links.

Promotion2. Use an integrated approach that utilises

both traditional and online promotionalmedia to help visitors find your site.

3. When submitting your site to a searchengine, use a combination of keywordsbased on specific:

• product strengths (eg. rainforest,reef, outback, tropical);

• activities (eg. white-water rafting,bungy jumping, adventure); and

• geographic terms (eg. Australia,Alice Springs, Northern Territory,Ayers Rock)

4. Generate media releases highlightingthe launch, success or refurbishment ofyour site and promoting its features.

Resources5. Ensure that you are able to commit

sufficient financial resources for both thecreation and maintenance of the website. As a rule of thumb, you shouldexpect annual maintenance costs to beabout 1/3 of the initial outlay.

6. Ensure that individuals in yourorganisation receive appropriate trainingto develop basic skills and knowledge indealing with the Internet.

7. Ensure that you have access toappropriate physical resources such ascomputers and software to maintain yoursite and to respond to e-mail.

#

INTERNAL MARKETING ANDMARKET INTELLIGENCE

7.1 THE INTERNET & INTERNAL MARKETING

Internal marketing suggests that organisations shouldview employees as consumers and jobs as products(Bell and Winters 1993). When this view is adopted itbecomes immediately apparent that marketing cansupport a number of management functions. If theconcept of internal marketing is extended to suppliersand agents then the potential of the web as acommunications tool becomes apparent. Internalmarketing, in the context of attractions marketing, isintended to provide employees, intermediaries andstakeholders with information about the attraction andthe destination. Often this information is not in anappropriate form for viewing by visitors. The Internetprovides two useful tools for internal marketing: theIntranet and e-mail.

7.1.1 The IntranetThe use of an Intranet, a web site with accessrestricted to a company’s employees, agents,suppliers or the news media, has the potential toradically change the way in which organisationscommunicate (Archdale, 1996). The use of anIntranet can allow employees to access andcomment on information such as the attraction’smission, vision, business plan, marketing plan, draftreports, project progress reports, human resourceinformation, product information, financial records,proposals, contacts, newsletters and other detailedinformation.

7.1.2 E-mailE-mail has much the same purpose as the Intranet. Itis intended to provide a medium through whichmanagement and employees can communicate witheach other and with intermediaries and otherstakeholders. Unlike the Intranet, e-mail facilitates afaster, more convenient method of response. For thispurpose it is essential that all employees in theorganisation have an e-mail account, and that theyuse it.

7.2 MARKET INTELLIGENCE

Market intelligence provides managaccurate and timely information comarketing environment (Kotler et al., 1marketing decisions cannot be madrelevant information about the market, consumers and the approaches used bare assessed.

Specifically the Internet can be usemarket intelligence by:

• obtaining customer feedback throumeans,

• analysing the online marketingcompetitors, and

• using online resources.

A good Internet site should invite theprovide feedback. Services such as guestbook, comments area or informform can provide feedback about thproduct offerings. Attractions can also gintelligence by noting what types of imost commonly requested by users. online surveys provides an even bettefor the organisation to gather informatcustomers. Such information will asaccurately identifying the needs of marusing the Internet and modifying the site

An example of an information requpresented in Appendix 2. The use of arequest form allows the attractioninformation such as a name, address the customer. The request form may option asking the visitor whether they wother information in the future. This infbe provided in the shape of an electronthat is sent periodically to the user’s e-m

The use of feedback facilities such comments area, survey and guest bookthe attraction with direct feedback aboudestination or the Internet site. Visitor cbe examined in the same way as an examine a physical guest book signed an attraction.

7

13

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14

Survey forms can be used on the Internet in thesame way as traditional visitor surveys. Survey formscan clearly be a formidable tool for gathering detailedinformation, but users may need an incentive tocomplete the survey. As discussed previously,examples of incentives may include give-aways suchas a screensaver depicting scenes from theattraction, or entry into an online sweepstakes.

The online marketing efforts of competitors canbe easily examined simply by visiting their sites. Ananalysis of competitor sites will identify strengths,weaknesses and opportunities on which the attractioncan capitalise (Wilson, 1996a).

Online resources can also be a valuable source ofinformation for organisations. Sources of relevantmarketing information on the Internet include onlinenewspapers and periodicals, country and industrymarket research reports, Internet market statistics,directories and listings, and government contacts andresources (Hamill, 1997).

INTERNAL MARKETINGAND MARKET INTELLIGENCE TIPS

Internal marketing1. Encourage the use of e-mail as a

communications tool amongst employeesand between organisations.

2. Consider establishing an Intranet to shareinternal information such as draft reports,project progress reports, human resourceinformation, financial records, destinationdatabase information, proposals, contactsand newsletters.

Market Intelligence3. Use the Internet to gather marketing

information by:

• obtaining customer feedback throughelectronic means,

• analysing the online marketing efforts ofcompetitors, and

• using online resources

$

DEVELOPINGA WEBSITE

8.1 STEPS TO A SUCCESSFUL WEBSITE

Many businesses view the web with some uncertaintyand the prospect of building their own site asdownright daunting, but this attitude is changing. Newweb authoring software use WYSIWYG (what you seeis what you get) interfaces to make web site buildingas easy as word processing. The following chapterhas been developed to set you on your way towardsestablishing a web site for your own attraction. Figure8-1 provides a flow chart of some of the majordecisions you will have to make. Each of the stepspresented in the figure are discussed in more detailbelow.

8.2 WHO WILL BUILD MY WEB SITE?

Before you start you will need to decide whether youor your staff have the necessary expertise andresources to build and maintain a web site for theattraction. A number of very user-friendly web-authoring programs make it easy for you to build awebsite yourself but if it all sounds too much there isalways the option of out sourcing the developmentand/or maintenance of your website to a webdesigner.

8.2.1 Do it Yourself (DIY)

There are a number of issues to consider if youdecide to build a website for your attraction yourself. Itis important to ensure that you have the expertise,time and resources to develop and maintain awebsite. It may be necessary to participate in a webdesign course and to purchase software andreference materials that will make the task easier.

8.2.2 Use a Web Designer

If you have sufficient funds you may consideremploying the services of a web author or designer.Web designers will usually charge over $100 perpage. You will have to work with the web design teamto make sure that the website is what you want - agood web designer or consultant will ask for otherpromotional materials and will inquire about yourmarketing plan to make sure that the website isintegrated with the rest of your marketing efforts. It issuggested that you prepare a formal brief for thedesigner of your website. The brief should includeinformation such as your target markets, whatfeatures should be included and what you wish toachieve with the website.

8.3 PLAN YOUR WEBSITE

Whether you build your own web site or odesigner, it is important to plan your wewhere the planning, design, content and considerations discussed in earlier chapteby setting objectives and identifying your taas outlined in Chapter 3. Then work througcontent and management tips in the chapte

8

Do it Yourself Web Desi

Find an IUse your ownserver

Register adomain name

Upload files

Promote Maintain site

Get theRight Tools

Plan your site:Design, Content,

Management

Build your site

Find somewhereto put your site

Who will buildyour site?

Provide a

Test Your Site

FIGURE 8-1 – Steps to Building a W

15

utsource to absite. This ismanagementrs fit in. Startrget audienceh the design,rs that follow.

gner

SP

Site

brief

ebsite

16

Having a look at what your competitors have done isoften useful during the planning stage. Map out theinformation that you would like put on the web onpaper, draw hierarchies, or trees of how the pages onyour site will be linked together. Don’t be concerned ifyour diagram starts to look a little like a web – that’swhat the Internet is all about! Think about ways tomake it easy for your customers to access theinformation they may be looking for.

8.4 GET THE RIGHT TOOLS

If you decide to build your own web site you willneed to buy software and reference materials tohelp you write HTML pages. HTML is an acronymfor Hypertext Mark up Language. HTML is thelanguage used to tag various parts of a webdocument so browser software will know how todisplay a document's text, links, graphics and othermedia. You will need:

• A computer less than 3 years old with aconnection to the Internet

• Web building software: recommended programsinclude Microsoft Frontpage 2000, Dreamweaveror Adobe Pagemill. These programs are user-friendly and don’t require you to know much aboutHTML.

• Desktop Publishing Software: Adobe Photoshop,Adobe Illustrator, Paintshop, Microsoft ImageComposer etc.

• Wordprocessing software such as Microsoft Wordor WordPerfect is still the best for compiling andchecking the spelling and grammar for textualinformation.

• A HTML Guide such as ‘HTML for Dummies’ canbe purchased from most book stores and isstrongly recommended. There are also a numberof free HTML guides online.

8.5 BUILD YOUR WEBSITE

You should focus your design on achieving the resultsstated in your Website plan. Follow the planning,design, content and management principles you haveoutlined in your plan. Always keep your targetaudience in mind - ensure your design is based ontheir knowledge, needs and values.

8.6 TEST YOUR WEBSITE

Once you have built your website you should take sometime to test it. Things you should give special attention toare:

• Spelling and Grammar – Spelling and grammaticalerrors lowers the credibility and professionalism ofyour website.

• Links – Make sure that all of the links on your sitehave been entered correctly and lead somewhere.

• Browsers/computer compatibility – If possible,testing should also be done with a variety ofbrowsers (Explorer, Netscape) using variouscomputers (PC, Mac).

• Download time. At worst, each of your pagesshould download in under 30 seconds, using a28.8k modem. However, there are many factorsoutside your control that may affect download time,such as your ISPs hardware and configuration,Internet traffic and time of day. Factors you cancontrol include the size of each page, number ofimages on each page, and the size of each imageas discussed in Chapter 4.

8.7 FIND SOMEWHERE TO PUT YOUR SITE

You have two choices to present your page to the world.You can create your own server or you can host yourwebsite with an Internet Service Provider (ISP).

If you are proficient with computers and have a powerfulcomputer you can create your own server. MicrosoftFrontpage and Microsoft Personal Web Server areuseful tools for establishing a server for a small web site.Be aware that if you use your own hardware to host yourwebsite it should be accessible 24 hours a day andshould be able to support the visitor traffic you areexpecting.

If you feel that having your own server sounds tootechnical you can host your web site with an ISP. Whilethere are a number of national ISPs it may be easier tohost your site with a local ISP in case any problemsarise. Checkout the Yellow Pages to find ISPs in yourarea. Most ISPs will have their own website – have alook at these to help you decide where you should hostyour website. Pay particular attention to the downloadspeed of other web sites hosted by each ISP.

17

8.8 REGISTER A DOMAIN NAME

Once you have your server you should think aboutregistering a domain name for your page. While this isnot necessary it is highly recommended becausedomain names are the addresses visitors will type into get to a website. If you do not have a domain nameyour website address will look something like this:

• http://www.yourisp.com.au/~yourattraction

However, a registered domain name will allow you tohave a website address that is easier for visitors toremember, such as the following:

• http://www.yourattraction.com.au

Common domain extensions and their classificationsinclude:

• com - company• org - organisation• net - network• edu - education• gov – government• au – Australia

For example, www.jcu.edu.au means that JCU it is aneducational institution in Australia. You can register adomain name by going to any number of domainregistration sites on the web. If you have decided tohost your site with an ISP they should be able toregister a domain name on your behalf. Currentdomain name registrations cost between $100-200per domain, depending on the extension you select.

8.9 UPLOAD YOUR SITE

Once you have built and tested your website you willhave to upload your files to the host computer. Filesare transferred from your computer to the hostcomputer using an FTP software program. FTP is anacronym for File Transfer Protocol. Several free FTPprograms can be downloaded from the Internet. YourISP should also provide details and assistance to getyour site from your computer to the host computerusing FTP. If your website is small enough you canalso transfer you website from one computer toanother using a floppy disk but this becomes tedious ifyou have to update the website regularly.

It is highly recommended that you check your filenames before you upload them. Make sure they areall in lower case letters. Otherwise, they will not workon some hosts. Always retain an up-to-date copy ofyour website on your own computer.

8.10 PROMOTE YOUR SITE

The importance of promotion was discussed in detail inChapter 6. To promote your Website you need toadvertise both on-line and off-line as often as possible.

Your first step in promoting your Website is to learn howsearch engines work and about Internet promotion. Thebest place to find this information is online. You alsoneed to create the META data that will be used bysearch engines to locate your site, index it and display adescription of it on their web pages. It is recommendedthat you refer to an HTML guide or online resources toassist with the generation of META tags.

There are a number of search engine registration siteson the Internet. Some are free and some charge a feefor submitting and resubmitting your site to the topsearch engines.

Promoting your Website through the Internet is only partof the job. You should also promote your site off-line by:

• Telling all your associates/colleagues and askingthem to link to your site.

• Including your URL in all your correspondence.

• Adding an e-mail signature file. Your signature fileshould contain your attraction’s name, URL andaddress.

• Include your URL on anything that leaves theattraction: stationary, business cards, invoices,return address labels, business cheques, telephoneanswering machine messages, news releases, alladvertising (brochures and other sales literature),admission tickets, billboards, Yellow Pages, andeven on the sign in front of your attraction. Makesure you inform all employees of your URL addressand encourage employees to mention the addressto customers.

8.11 MAINTAIN YOUR SITE

Once the site is up and running you have the choice ofcontinuing to outsource site maintenance, or updatingthe web pages yourself - depending on how technicalthe website is and on how much training you have.

The flowchart in Figure 8-1 shows that uploading,promoting and maintaining your site requiresongoing commitment, as indicated by the circularflow of the arrows.

KEY RECOMMENDATIONSAND CONCLUSIONS

9.1 RECOMMENDATIONS

As already indicated, a number of steps can be takento improve the various elements for successfulInternet marketing. There are key actions, however,that will have a holistic impact on the success of theInternet marketing effort. The following keyrecommendations are most important in the context ofthe tourism industry as a whole.

9.2 THE FUTURE

The development of an Internet site is subjein demographics and technological developmarketing environment. Changing Indemographics may provide new oppoidentified in this study. Similarly, a more detof the demographics of travel seekers onmay uncover more specific information introduction of new technology such as appliance’ which is connected to a televisionsame way as a VCR will make the Inaccessible to a number of new markets Changes in technology may introduce an multimedia features which can be incorporated on destination markeAdvancements in technology may also elimconstraints in bandwidth, which coulintroduction of more active ‘live’ componentsite.

The many contentious issues, develophenomenal growth surrounding the emerInternet as a marketing medium are domincertainty: the Internet is no longer just a developing as a marketing medium in its owsuccessful in the future attractions must usto deliver world class information services. Internet inherently operates at a global levattractions will find themselves in direct comdestinations in other countries. Australiahave the potential to lead the world in tourison the Internet. A failure to harness this pdecrease the competitiveness or appeaattractions. Dissatisfaction and frustration wthe absence of site features and facilitiesexpected by Internet users. Similarly, a lacinformation may cause information gathereother sites that are better suited to their need

The tourism industry, with its intangible pservices, is intrinsically suited to InterneTourism organisations which do not capitnew opportunity will find themselves at a disthe very near future.

KEY RECOMMENDATIONS

It is recommended that:

1. the model for successful Internet marketing beused as a framework for developing orrevising Internet marketing efforts;

2. specific Internet marketing objectives andtarget markets and their needs be identified byattractions through the collection and/orinterpretation of demographic andpsychographic data;

3. research be continually updated anddisseminated to attractions to ensure that theyreceive timely, pertinent information aboutmarket changes and technologicaldevelopments;

4. the benefits, current developments,operational issues and elements forsuccessful Internet marketing be integratedinto existing and future education and trainingprograms for attractions personnel;

5. Attractions develop partnerships with regionaltourism industry members, stakeholders andgovernment agencies to facilitate the sharingof physical and intellectual resources; and

6. an incentive or award be offered as a part ofthe existing local, state and national tourismawards to encourage tourism businesses todevelop high quality web sites.

%

9

18

ct to changesments in theternet userrtunities notailed analysis the Internetneeds. Thean ‘Internet in much theternet more(Hof, 1997).

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19

SUGGESTED READING

1. Adam, S.A. and Westberg, K. (1998) Electronic.marketing@internet: Marketing on the Internet. Sydney: PrenticeHall of Australia.

2. Alston, R.K.R. (1998) Enabling Australia’s Leadership in the Information Economy – Speech. Available:http://www.dca.gov.au/text_welcome.html

3. Apple (1996) Apple Web Design Guide. Available: http://applenet.apple.com/hi/web/web.html

4. Archdale, A. (1996) The internet in context. Insights: Tourism Marketing Intelligence Service. 9(1):D1-8

5. Archdale, A. (1995) New frontiers for tourism technology. Insights: Tourism Marketing Intelligence Service. 6(9):D27-31

6. Australian Bureau of Statistics (2000) Use of the Internet by Householders, Australia. Canberra: AGPS.

7. Australian Bureau of Statistics (1998) Use of the Internet by Householders, Australia. Canberra: AGPS.

8. Bell, R.A. and Winters, L.C. (1993) Using marketing tools to improve employee relations. Cornell HRA Quarterly.34(6):38-42.

9. Benjamin, B. (1996) Elements of Web Design. Available: http://www.builder.com/Graphics/Design/index.html

10. Briggs, S. (1997) Marketing on the Internet – tangle web or powerful network? Insights: Tourism MarketingIntelligence Service. 9(2):A27-34.

11. Brown, M. (1997) Banner Advertising: An overview . Available:http://www.cad.gu.edu.au/market/cjim/bannersites.htm

12. Bygrave, W.D. (1997) The Portable MBA in Entreprenuership. Canada: John Wiley and Sons.

13. Cameron, S. (1993) Examining Queensland’s Official Regional Tourist Authorities – The Unqualified OrganisationalEntity. Honours Thesis. Townsville: James Cook University.

14. Cisco Systems. (1997) IT Concepts: The Internet. The Australian Online. Available:http://www.australian.aust.com/computer/accord/internet.htm

15. CommerceNet (1998) Internet Population. Available: http://commerce.net/research/stats/wwwpop.html

16. CyberDialogue (2000) Available: http://www.cyberdialogue.com/

17. Datamonitor (1998) Consumer Online Shopping (Third Edition). Available:http://www.datamonitor.com/dmhtml/tc/tcprodl.htm

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APPENDIX 1 - SUMMARY OF WWW DEMOGRAPHIC DATA FOR ‘TRAVEL SEEKERS’

Most prominent groups Comparison to Internetusers world-wide Trends for travel seekers

Age

21-30 (30.7%31-40(24.9%)41-50(22.9%)

Travel seekers are older.Average age for travel seekerswas 37.48, while mean forworld users was 35.12

The 51-60 age bracket showsan increase while the 31-40bracket shows a decrease. Thisindicates that travel seekers aregetting older.

Gender

Males (58.1%)Females (41.8%)

Travel seekers were moregender neutral than Internetusers world wide.

The distribution of gender isbecoming more neutral. Trendssuggest that the number ofmales an females will be equalby the end of 1999.

EducationAttainment

University (33.9%)Some university (28.9%)Masters degree (18.4%)

Travel seekers were bettereducated than users world-wide. The proportion of travelseekers who have at least oneuniversity qualification was59.9% versus 50.1% for usersworld-wide.

Increases in proportion whohave completed someuniversity, while there weredecreases in the proportion ofthose attaining masters anddoctoral degrees. This suggeststhat the level of educationattainment is decreasing.

Occupation

Computer related (31.4%)Professionals (22.2%Others (18.4%)

More computer related andless educational occupationsthan world wide users.

A decrease in computer relatedoccupations and an increase inthe ‘other’ category suggests theemergence of a more diversemarket.

HouseholdIncome

($US ‘000)

50-74 (25.1%)Over 100 (18.1%)75-99 (13.9%)

Generally higher than world-wide users. 57.1% of travelseekers earned more than 50000, while only 48.4% of usersworld wide earn over thisamount.

Trends may suggest a decreasein lower income brackets and anincrease in upper incomebrackets, but the distinction issubtle.

Maritalstatus

Married (47.8%)Single (31.3%)

Higher proportion of travelseekers were married while alower proportion are single incomparison to World figures.

No distinct trends

Years onthe Internet

1-3 years (40.2%)4-6 years (33.1%)Over 6 years (18.8%)

Higher proportion of travelseekers over four years, lessunder 12 months.

Trends show a markeddecrease in new users lookingfor travel information.

Source: Georgia Tech Research Corporation, 1998

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APPENDIX 2 – EXAMPLE OF AN INFORMATION REQUEST FORM

Source: Kalgoorlie-Boulder Tourism, 1998