1 February 2009

Evaluating the use of the Web for tourism marketing: a case study from New Zealand

Bill Doolin
Lois Burgess
Joan Cooper

Available online 7 May 2002.


The information-intensive nature of the tourism industry suggests an important role for the Internet and Web technology in the promotion and marketing of destinations. This paper uses the extended Model of Internet Commerce Adoption to evaluate the level of Web site development in New Zealand's Regional Tourism Organisations. The paper highlights the utility of using interactivity to measure the relative maturity of tourism Web sites.

Article Outline

1. Introduction
2. The extended model of Internet commerce adoption
3. Evaluating the results
4. Discussion