User Generated Content on Destination Marketing Organisation Websites.

O'Driscoll, Bernadette (2007) User Generated Content on Destination Marketing Organisation Websites. Diploma thesis, Dublin, National College of Ireland.

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Destination Marketing Organisations have a dual mandate to support the local tourism industry in its many guises by marketing the predefined destination to potential visitors, and to provide timely and relevant information for consumers who are considering or planning to visit their destination. Traditionally, they were recognised as an unbiased source of information for consumers, a one-stop shop for all information relating to a particular destination. However, the information that they provide is always completely positive and glosses over the negative aspects of a destination such as lousy weather or sub-standard accommodation.

The evolution of user generated content and the growing popularity of independent travel review websites has changed this. Potential visitors have now more options than ever to find unbiased information online about destinations that they would like to visit. The Destination Marketing Organisation has lost its place as the first port of call for travellers when planning their holidays and many DMOs are now trying to combat this by integrating user generated content into their websites.

However, the dual mandate of the DMO makes this extremely challenging. The potential to harm individual tourism businesses by allowing users to post negative comments about their business must be balanced with the growing requirement of the traveler to have access to this information. This study develops an overview of the travel industry and the evolution of Travel 2.0. The primary aim of this study was to evaluate the integration of user generated content in destination marketing organisation websites and provide some recommendations on best practice in this field.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Tourism Industry
Divisions: School of Computing > Higher Diploma in Business in eBusiness
Depositing User: Aisling Gorby
Date Deposited: 16 Apr 2010 08:27
Last Modified: 06 Feb 2015 12:28

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