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Internet blogs as a tourism marketing medium: A case study
1Department of Business Management, National Sun Yat-Sen University, 70 Lien-Hai Rd., Kaohsiung, 804, Taiwan.
Journal of Business Research
|April 15, 2020
Summary
A popular travel website featuring Aegean Sea photos significantly boosted tourism interest in Greece among Taiwanese visitors. The study found over 45% of readers were inspired to plan trips, highlighting effective online promotion strategies.
Area of Science:
- Tourism Marketing
- Digital Communication
- Cultural Exchange
Background:
- A 2003 website, "I left my heart in Aegean Sea," showcased Taiwanese engineer Justin's travel photos.
- The website gained unexpected popularity, distributed widely through chain emails.
- It emerged as a significant, albeit unintentional, promoter of tourism to Greece for a Taiwanese audience.
Purpose of the Study:
- To investigate the appeal and impact of the "Aegean Sea" website on potential tourists.
- To understand why the website motivated readers to consider or plan travel to Greece.
- To identify key success factors for online tourism promotion.
Main Methods:
- Analysis of user-generated messages on the website.
- Application of the Attention, Interest, Desire, Action (AIDA) model to classify user responses.
- Qualitative assessment of website content and user engagement.
Main Results:
- The website successfully generated significant interest and intent to travel among readers.
- Over 45% of website visitors expressed a desire or concrete plans to visit Greece.
- The AIDA model effectively categorized user responses, demonstrating the site's persuasive power.
Conclusions:
- The website significantly influenced user behavior, leading to increased interest in Greek tourism.
- Effective online content and user engagement can be powerful tools for destination marketing.
- Lessons learned can inform strategies for national and industry-level tourism promotion.
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