Análisis de la eficacia de las campañas cooperativas en Internet Experiencias en el mercado suizo

Abstract

The advent of e-Tourism offers new opportunities to destination managers and operators to market destinations better.Tourism research on supply chain management is still very limited and few studies have analyzed the effects of partnerships between foreign operators and Destination Marketing Organizations [organizaciones de marketing de destinos (DMO)]. The present paper examines the effectiveness of on-line marketing platforms developed by Swiss operators and the Spanish Tourist Office in Zürich. Results confirm that: a) new technologies enable measurability of marketing activities and track market evolution; b) visiting figures are not an accurate measure of DMOs performance and may misjudge the effectiveness of promotional activities; c) DMOs should position themselves as neutral infoagents because free markets tend to underinvest in information godos.

Keywords:

Internet, marketing, cannibalization

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