Technological aspects of public tourism communication in Italy

Rodolfo Baggio, Cristina Mottironi, Magda Antonioli Corigliano

Research output: Contribution to journalArticle

14 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to evaluate the online presence of Italian destination management organizations (DMOs) by assessing the quality of their web sites through a demand-side heuristic approach. Moreover, given the importance of a clear strategic vision for an efficient and effective use of online media, the paper examines the alignment between tourism development plans and practical implementation of information and communication technologies (ICT). Finally, the possible impact of the adoption of a strategic approach on the overall quality of the web sites under investigation is explored. Design/methodology/approach: A double analysis was conducted. An assessment of the main quality features of the official tourism web sites and an evaluation of the statements of public authorities concerning strategic intentions and guidelines for developing ICT instruments. The two evaluations are compared in order to examine their relationships. A strategic matrix of the technological performance and attitude of Italian regional authorities is proposed. Findings: The quality of the Italian DMOs' web sites is satisfactory, on average. Weaknesses are found in the offer of interactive services and Web 2.0 functions. Moreover, an improvement in the user evaluations with respect to the past demonstrates the attention given to ICTs by the DMOs. As a matter of fact, the strategic plans examined deal, in general, relatively well with ICT issues, while it is also shown that poor strategic vision, as expressed in the promotional plans, is related to poor performance of some web sites. Originality/value: The paper assesses the quality of Italian DMOs' web sites quality as perceived by visitors and, for the first time, relates the evaluations to how ICT strategic plans deal with the issue.

Original languageEnglish
Pages (from-to)105-119
Number of pages15
JournalJournal of Hospitality and Tourism Technology
Volume2
Issue number2
DOIs
Publication statusPublished - 1 Aug 2011
Externally publishedYes

Fingerprint

information and communication technology
Websites
tourism
communication
Communication
strategic approach
tourism development
heuristics
matrix
methodology
evaluation
public
Web sites
Tourism
Italy
Destination management organizations
Evaluation
Information and communication technology
plan

Keywords

  • Destination management
  • Internet
  • Italy
  • Strategy
  • Tourism
  • Web 2.0
  • Website evaluation

ASJC Scopus subject areas

  • Information Systems
  • Tourism, Leisure and Hospitality Management
  • Computer Science Applications

Cite this

Technological aspects of public tourism communication in Italy. / Baggio, Rodolfo; Mottironi, Cristina; Corigliano, Magda Antonioli.

In: Journal of Hospitality and Tourism Technology, Vol. 2, No. 2, 01.08.2011, p. 105-119.

Research output: Contribution to journalArticle

Baggio, Rodolfo ; Mottironi, Cristina ; Corigliano, Magda Antonioli. / Technological aspects of public tourism communication in Italy. In: Journal of Hospitality and Tourism Technology. 2011 ; Vol. 2, No. 2. pp. 105-119.
@article{567a858998df4dd39395580e7c831808,
title = "Technological aspects of public tourism communication in Italy",
abstract = "Purpose: The purpose of this paper is to evaluate the online presence of Italian destination management organizations (DMOs) by assessing the quality of their web sites through a demand-side heuristic approach. Moreover, given the importance of a clear strategic vision for an efficient and effective use of online media, the paper examines the alignment between tourism development plans and practical implementation of information and communication technologies (ICT). Finally, the possible impact of the adoption of a strategic approach on the overall quality of the web sites under investigation is explored. Design/methodology/approach: A double analysis was conducted. An assessment of the main quality features of the official tourism web sites and an evaluation of the statements of public authorities concerning strategic intentions and guidelines for developing ICT instruments. The two evaluations are compared in order to examine their relationships. A strategic matrix of the technological performance and attitude of Italian regional authorities is proposed. Findings: The quality of the Italian DMOs' web sites is satisfactory, on average. Weaknesses are found in the offer of interactive services and Web 2.0 functions. Moreover, an improvement in the user evaluations with respect to the past demonstrates the attention given to ICTs by the DMOs. As a matter of fact, the strategic plans examined deal, in general, relatively well with ICT issues, while it is also shown that poor strategic vision, as expressed in the promotional plans, is related to poor performance of some web sites. Originality/value: The paper assesses the quality of Italian DMOs' web sites quality as perceived by visitors and, for the first time, relates the evaluations to how ICT strategic plans deal with the issue.",
keywords = "Destination management, Internet, Italy, Strategy, Tourism, Web 2.0, Website evaluation",
author = "Rodolfo Baggio and Cristina Mottironi and Corigliano, {Magda Antonioli}",
year = "2011",
month = "8",
day = "1",
doi = "10.1108/17579881111154227",
language = "English",
volume = "2",
pages = "105--119",
journal = "Journal of Hospitality and Tourism Technology",
issn = "1757-9880",
publisher = "Emarald Group Publishing Ltd",
number = "2",

}

TY - JOUR

T1 - Technological aspects of public tourism communication in Italy

AU - Baggio, Rodolfo

AU - Mottironi, Cristina

AU - Corigliano, Magda Antonioli

PY - 2011/8/1

Y1 - 2011/8/1

N2 - Purpose: The purpose of this paper is to evaluate the online presence of Italian destination management organizations (DMOs) by assessing the quality of their web sites through a demand-side heuristic approach. Moreover, given the importance of a clear strategic vision for an efficient and effective use of online media, the paper examines the alignment between tourism development plans and practical implementation of information and communication technologies (ICT). Finally, the possible impact of the adoption of a strategic approach on the overall quality of the web sites under investigation is explored. Design/methodology/approach: A double analysis was conducted. An assessment of the main quality features of the official tourism web sites and an evaluation of the statements of public authorities concerning strategic intentions and guidelines for developing ICT instruments. The two evaluations are compared in order to examine their relationships. A strategic matrix of the technological performance and attitude of Italian regional authorities is proposed. Findings: The quality of the Italian DMOs' web sites is satisfactory, on average. Weaknesses are found in the offer of interactive services and Web 2.0 functions. Moreover, an improvement in the user evaluations with respect to the past demonstrates the attention given to ICTs by the DMOs. As a matter of fact, the strategic plans examined deal, in general, relatively well with ICT issues, while it is also shown that poor strategic vision, as expressed in the promotional plans, is related to poor performance of some web sites. Originality/value: The paper assesses the quality of Italian DMOs' web sites quality as perceived by visitors and, for the first time, relates the evaluations to how ICT strategic plans deal with the issue.

AB - Purpose: The purpose of this paper is to evaluate the online presence of Italian destination management organizations (DMOs) by assessing the quality of their web sites through a demand-side heuristic approach. Moreover, given the importance of a clear strategic vision for an efficient and effective use of online media, the paper examines the alignment between tourism development plans and practical implementation of information and communication technologies (ICT). Finally, the possible impact of the adoption of a strategic approach on the overall quality of the web sites under investigation is explored. Design/methodology/approach: A double analysis was conducted. An assessment of the main quality features of the official tourism web sites and an evaluation of the statements of public authorities concerning strategic intentions and guidelines for developing ICT instruments. The two evaluations are compared in order to examine their relationships. A strategic matrix of the technological performance and attitude of Italian regional authorities is proposed. Findings: The quality of the Italian DMOs' web sites is satisfactory, on average. Weaknesses are found in the offer of interactive services and Web 2.0 functions. Moreover, an improvement in the user evaluations with respect to the past demonstrates the attention given to ICTs by the DMOs. As a matter of fact, the strategic plans examined deal, in general, relatively well with ICT issues, while it is also shown that poor strategic vision, as expressed in the promotional plans, is related to poor performance of some web sites. Originality/value: The paper assesses the quality of Italian DMOs' web sites quality as perceived by visitors and, for the first time, relates the evaluations to how ICT strategic plans deal with the issue.

KW - Destination management

KW - Internet

KW - Italy

KW - Strategy

KW - Tourism

KW - Web 2.0

KW - Website evaluation

UR - http://www.scopus.com/inward/record.url?scp=84869233861&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84869233861&partnerID=8YFLogxK

U2 - 10.1108/17579881111154227

DO - 10.1108/17579881111154227

M3 - Article

VL - 2

SP - 105

EP - 119

JO - Journal of Hospitality and Tourism Technology

JF - Journal of Hospitality and Tourism Technology

SN - 1757-9880

IS - 2

ER -