Abstract
Taking a resource-based view of the business, this study attempts to identify the non-technology resources driving the successful use of the Internet for marketing tourism services. If these complementary resources can be identified, they can be used to leverage the use of the Internet for marketing, which in turn will contribute to a sustainable competitive advantage for small tourism businesses.Hypotheses are developed and then tested by making use of a large-scale empirical study. The results indicate that a network of effective alliances, the existence of a product champion in the business, and appreciation by the owner-manager of the broader business implications surrounding the implementation of the Internet for marketing, are important to the successful use of the Internet for the marketing of tourism services.The study makes a contribution to the literature by identifying and measuring the drivers of Internet marketing success, as well as by establishing how resource-based theory provides a valuable approach to consideration of how these factors can be managed.
Highlights
The potential benefits of using the Internet as a marketing tool in the tourism industry have been well documented (Gretzel, Yuan & Fesenmaier, 2000; Hoof, Hubert, Collins, Combrink & Verbeeten, 1995; Kasavana, Knuston & Polonowski, 1997; Walle, 1996)
It can be argued that the utilisation of the Internet for marketing is what Clemons and Row (1991) call a “strategic necessity” for businesses, this information technology rarely has a direct impact on achieving a sustainable competitive advantage (SCA), but rather contributes indirectly as part of a complex chain of resources and capabilities (Wade & Hulland, 2004)
It follows that if Internet marketing is to be successful in small tourism businesses, the owner-manager should act as a product champion in respect of this initiative
Summary
Taking a resource-based view of the business, this study attempts to identify the non-technology resources driving the successful use of the Internet for marketing tourism services. If these complementary resources can be identified, they can be used to leverage the use of the Internet for marketing, which in turn will contribute to a sustainable competitive advantage for small tourism businesses. The study makes a contribution to the literature by identifying and measuring the drivers of Internet marketing success, as well as by establishing how resource-based theory provides a valuable approach to consideration of how these factors can be managed
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