Conceptualizing and evaluating the functions of destination marketing systems

Abstract

This research attempts to propose a conceptual framework in relation to the functions of destination marketing systems (DMS). In addition, efforts are also made to evaluate the effectiveness of each of the functions of the DMS. The objectives of the research are achieved by taking web-based marketing systems of convention and visitor bureaus in the USA as the focus of investigation. It is proposed that a DMS should be composed of four interrelated components: virtual information space (VIS), virtual communication space (VCS), virtual transaction space (VTS), and virtual relationship space (VRS), alternatively termed as the ICTR model. The analysis of the applications in the four components of DMS seems to suggest that destination marketing systems are still in the preliminary stages of development, showing a hierarchical progression of usage and sophistication. It appears that convention and visitor bureaus (CVBs) are performing well in providing and incorporating information-oriented applications but are weak in applications related to transaction and relationship building. The effectiveness analysis of the applications in the four components has also raised issues of serious concern. Suggestions and implications are provided and discussed.