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The hotel industry undeniably holds strong market power. Its economic impact can affect the infrastructural, economic, and digital development of a particular region. In addition to numerous advantages, digital development has also posed certain challenges for the hotel industry, such as fierce competition and a struggle for market power, which in...
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... variable "CHANNEL" is a nominal variable that shows the dominant (main) sales channel of a particular hotel, 1-direct bookings, 2-foreign travel agencies, 3-online travel agencies (OTAs), 4-domestic travel agencies. Table 2 contains descriptive statistics of e-MICA analysis' results and content analysis. The table shows variable codes, the total number of sample hotels, the sum of occurrences of a particular category on a sample hotel's website, arithmetic mean, mode, median, standard deviation, variance, and coefficients of asymmetry and excess. ...Citations
... In addition, digital marketing in the hotel industry enables collecting and examining client data, facilitating the adoption of data-driven strategies, and customizing marketing initiatives to cater to distinct customer categories (Juliana et al., 2022;Katsoni & Dologlou, 2017). Digital marketing in the hotel business presents potential challenges ( Ć urlin et al., 2022;Halkiopoulos & Papadopoulos, 2022). Hotels encounter formidable competition and contend for market dominance as they navigate the digital era (Katsoni et al., 2012). ...
... One of the first such methods was the Model of Internet Commerce Adoption (MICA) developed in 1998 by Cooper & Burgess, which was applied in the government sector and the tourism industry in Australia, later leading to an enhanced version, named extended Model of Internet Commerce Adoption (eMICA), that is summarized in Table 1 [6]. Burgess et al., 2011 The eMICA model was used in 2002 to evaluate the level of websites development in New Zealand's Regional Tourism Organisations [20] and then the websites of Regional Tourism Organizations in Australia [7], for the websites performance of travel agencies [1,42] and accommodation units [14,46,59], the mountain and ski resort [11,17], the website construction of Shanghai tourist attractions [71], the restaurants' websites [16], museum [12], agritourism [22] or for health tourism [13]. The model uses interactivity as the primary means to assess the stages of internet commerce adoption, organizations being forced to move beyond a basic Web page so as to offer opportunities for interaction and online transactions [20], that is layers of complexity and functionality [7]. ...
In today competitive tourism market, with the rise of the web 2.0 era, destinations have shifted their focus from the traditional means of promotion to the online process. This study examined the online marketing of 10 Romanian cities as emerging destinations for cultural tourism based on the content analysis of website content. Using Google search to select tourism websites for analysis and applying eMICA model, a review of 200 websites was made, so as to understand how each city is promoting its image and products online. The results show that only some of the analyzed cities have official tourism websites and quite frequently, they lack interactivity, which is currently seen as a must for any successful destination. Main areas for improvement regarding the online promotion of the Romanian cities are suggested.
Abstract:
Internet presence is essential for tourism companies. Health resorts are a tourism resource of prime importance
for the image of a wellness tourism destination. This paper analyses the content of the official websites of
Spanish spas, as well as their level of maturity in the development of e-commerce. For this purpose, a model
for the analysis of websites based on the content analysis technique is proposed, as well as on the eMICA
(Extended Model of Internet Commerce Adoption) methodology. The model was applied to 106 spas with
online presence. The results indicate that although spas seem to be prepared to carry out online transactions, a
significant share have basic Internet presence, with a mainly informative function.
Keywords: health resorts; Spas; health tourism; electronic commerce; web content analysis; eMICA; website;
digital marketing.
