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Web 2.0 and Destination Marketing: Current Trends and Future Directions

Henley Business School, University of Reading, Henley-on-Thames RG9 3AU, UK
Sustainability 2020, 12(9), 3771; https://doi.org/10.3390/su12093771
Received: 27 March 2020 / Revised: 28 April 2020 / Accepted: 30 April 2020 / Published: 6 May 2020
(This article belongs to the Special Issue Web 2.0 in Tourism and Hospitality Industries)
Over the last decade, destination marketers and Destination Marketing Organizations (DMOs) have increasingly invested in Web 2.0 technologies as a cost-effective means of promoting destinations online, in the face of drastic marketing budgets cuts. Recent scholarly and industry research has emphasized that Web 2.0 plays an increasing role in destination marketing. However, no comprehensive appraisal of this research area has been conducted so far. To address this gap, this study conducts a quantitative literature review to examine the extent to which Web 2.0 features in destination marketing research that was published until December 2019, by identifying research topics, gaps and future directions, and designing a theory-driven agenda for future research. The study’s findings indicate an increase in scholarly literature revolving around the adoption and use of Web 2.0 for destination marketing purposes. However, the emerging research field is fragmented in scope and displays several gaps. Most of the studies are descriptive in nature and a strong overarching conceptual framework that might help identify critical destination marketing problems linked to Web 2.0 technologies is missing. View Full-Text
Keywords: Web 2.0; destination marketing; quantitative literature review Web 2.0; destination marketing; quantitative literature review
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Mariani, M. Web 2.0 and Destination Marketing: Current Trends and Future Directions. Sustainability 2020, 12, 3771.

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