IDEAS home Printed from https://ideas.repec.org/a/eee/touman/v33y2012i5p1281-1285.html
   My bibliography  Save this article

Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis

Author

Listed:
  • Murdy, Samantha
  • Pike, Steven

Abstract

Customer relationship marketing (CRM) initiatives are increasingly being adopted by businesses in the attempt to enhance brand loyalty and stimulate repeat purchases. The purpose of this study was to examine the extent to which destination marketing organisations (DMOs) around the world have developed a visitor relationship marketing (VRM) orientation. The proposition underpinning the study is that maintaining meaningful dialogue with previous visitors in some markets would represent a more efficient use of resources than above the line advertising to attract new visitors. Importance-performance analysis was utilised to measure destination marketers’ perceptions of the efficacy of CRM initiatives, and then rate their own organisation’s performance across the same range of initiatives. A key finding was that mean importance was higher than perceived performance for every item. While the small sample limits generalisability, in general there are appears to be a lack of strategic intent by DMOs to invest in VRM.

Suggested Citation

  • Murdy, Samantha & Pike, Steven, 2012. "Perceptions of visitor relationship marketing opportunities by destination marketers: An importance-performance analysis," Tourism Management, Elsevier, vol. 33(5), pages 1281-1285.
    • Handle: RePEc:eee:touman:v:33:y:2012:i:5:p:1281-1285
    DOI: 10.1016/j.tourman.2011.11.024
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0261517711002512
    Download Restriction: no
    File URL: https://libkey.io/10.1016/j.tourman.2011.11.024?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Lai, Ivan Ka Wai & Hitchcock, Michael, 2015. "Importance–performance analysis in tourism: A framework for researchers," Tourism Management, Elsevier, vol. 48(C), pages 242-267.
    2. NaHyun Lee & Bong-Seok Kim, 2023. "Differences of Host Country-Destination Image Assessment for International Students According to Risk Perception in COVID-19 Tourism," SAGE Open, , vol. 13(3), pages 21582440231, July.
    3. Seungju Nam & Hyun Cheol Lee, 2019. "A Text Analytics-Based Importance Performance Analysis and Its Application to Airline Service," Sustainability, MDPI, vol. 11(21), pages 1-24, November.
    4. Ida Rašovská & Marketa Kubickova & Kateřina Ryglová, 2021. "Importance–performance analysis approach to destination management," Tourism Economics, , vol. 27(4), pages 777-794, June.
    5. Pike, Steven & Page, Stephen J., 2014. "Destination Marketing Organizations and destination marketing: A narrative analysis of the literature," Tourism Management, Elsevier, vol. 41(C), pages 202-227.
    6. Elena Pokryshevskaya & Evgeny Antipov, 2013. "Importance-performance analysis for internet stores: a system based on publicly available panel data," HSE Working papers WP BRP 08/MAN/2013, National Research University Higher School of Economics.
    7. Jana Prodanova & Sonia San-Martín & Nadia Jiménez, 2017. "Enfoque teórico multidisciplinar para la provisión electrónica de servicios," DOCFRADIS Working Papers 1705, Catedra Fundación Ramón Areces de Distribución Comercial, revised Oct 2017.
    8. Boley, B. Bynum & McGehee, Nancy Gard & Tom Hammett, A.L., 2017. "Importance-performance analysis (IPA) of sustainable tourism initiatives: The resident perspective," Tourism Management, Elsevier, vol. 58(C), pages 66-77.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:touman:v:33:y:2012:i:5:p:1281-1285. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/tourism-management .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.