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Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses

Department of Business Management, Faculty of Law, Economics and Tourism, University of Lleida, 25001 Lleida, Spain
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J. Theor. Appl. Electron. Commer. Res. 2021, 16(3), 542-561; https://doi.org/10.3390/jtaer16030033
Received: 19 October 2020 / Revised: 25 November 2020 / Accepted: 5 December 2020 / Published: 9 December 2020
As a sports activity with immense tradition, current offerings and future prospects, golfing represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information that is available online, just as consumers do in making decisions about any resource. Thus, in our study, we sought to profile the internet presence of golf courses in Catalonia, as well as the maturity of their e-commerce. To that end, we developed an integrated model for analysing the websites of golf courses: one based on web content analysis and structured with four dimensions (i.e., information, communication, e-commerce and additional functions) and the phases of the extended model of internet commerce adoption (eMICA). Applied to all golf courses in Catalonia that operate websites, the model revealed that, despite the sport’s great importance to the local economy and tourism, the golf courses do not have an adequate online presence or sufficient platforms for communication. The present work includes information on its theoretical contribution, implications for management, limitations and future lines of research. View Full-Text
Keywords: golf courses; sports tourism; e-commerce; web content analysis; eMICA golf courses; sports tourism; e-commerce; web content analysis; eMICA
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MDPI and ACS Style

Daries, N.; Cristobal-Fransi, E.; Ferrer-Rosell, B. Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 542-561.

AMA Style

Daries N, Cristobal-Fransi E, Ferrer-Rosell B. Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(3):542-561.

Chicago/Turabian Style

Daries, Natalia; Cristobal-Fransi, Eduard; Ferrer-Rosell, Berta. 2021. "Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses" J. Theor. Appl. Electron. Commer. Res. 16, no. 3: 542-561.

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