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Internet & branding: a perfect match or a fatal attraction? Analysis of fifty states of the U.S. official tourism websitesAuthor(s): Gyehee Lee; Liping A. Cai; Everette Mills; Joseph T. O'Leary
Source: In: Todd, Sharon, comp., ed. 2002. Proceedings of the 2001 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-289. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 403-410.
Publication Series: General Technical Report (GTR)
Station: Northeastern Research Station
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DescriptionInternet plays a significant role in generating new business and facilitating customers' need for a better way to plan and book their trips. From a marketers' perspective, one of the seemingly "fatal attractions" of the Internet for DMOs is that it can be an extremely effective tool in terms of both cost effectiveness and market penetration compared with other traditional forms for destination branding. Employing a content analysis of the slogan, graphic projection, verbal expression, and other explicit or implied messages at the official tourism website of each state, the study attempts to delineate unique selling propositions (USP) and positioning strategies of destination organizations at the state level.
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CitationLee, Gyehee; Cai, Liping A.; Mills, Everette; O'Leary, Joseph T. 2002. Internet & branding: a perfect match or a fatal attraction? Analysis of fifty states of the U.S. official tourism websites. In: Todd, Sharon, comp., ed. 2002. Proceedings of the 2001 Northeastern Recreation Research Symposium. Gen. Tech. Rep. NE-289. Newtown Square, PA: U.S. Department of Agriculture, Forest Service, Northeastern Research Station. 403-410.
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