Potential foreign visitors would usually have flimsy information on their destination and the perceived image would greatly impact on their destination decision. Destination marketing organizations, DMOs currently make use of the Internet to effectively create the appropriate…
Particularly, having found a weakness in the Korean Tourism Organization, KTO website in attracting tourists to its destinations (Jeong et al. 25), it would be critical for the organization to incorporate communications on benefits in the message on its website so as to be effective. But the implications of this study would be far reaching. With the results indicating that travel websites greatly influence majority of overall and cognitive destination image Jeong et al. (21), more DMOs and government tourism agencies would resort to the use of Internet in marketing their tourist destinations. Even in doing so, the content of the websites would be designed to increase effectiveness by adopting measures such as communication of benefits and more convincing information.
The findings of this study suggest that DMOs would have to continuously evaluate the content of their travel websites so as to post vivid information that would strongly influence the decision of potential tourists. According to Jeong et al. (25), various African countries have developed their brand images through such processes. It would be critical for DMOs to be sensitive to the dimensions of brand personality when developing their websites as this gives them a competitive edge against their rivals. Visual and audio effects have to be encompassed appropriately to achieve the objectives of such websites. Finally, it would be of much significance to communicate the benefits that a destination would offer as this would attract even tourists who already have information on the destination.
I support the findings of this research study. It is the nature of human psychology to make consumption decisions based on the perceived image. The perception of the image greatly depends on the ability of the seller to create a convincing image. In a similar manner, the ability of DMOs to create an effective destination image ...
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