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

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...

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Bibliographic Details
Published in:Journal of theoretical and applied electronic commerce research 2021, Vol.16 (3), p.542-561
Main Authors: Daries, Natalia, Cristobal-Fransi, Eduard, Ferrer-Rosell, Berta
Format: Article
Language:English
Subjects:
Communication
Competitive advantage
Content analysis
e-commerce
Electronic commerce
eMICA
Expenditures
Golf courses
Internet
Market strategy
Marketing
Outdoor activities
Sports
sports tourism
Tourism
web content analysis
Websites
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Summary: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.
ISSN:0718-1876
0718-1876
DOI:10.3390/jtaer16030033