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Web 2.0 and destination marketing: current trends and future directions

Mariani, M. (2020) Web 2.0 and destination marketing: current trends and future directions. Sustainability, 12 (9). 3771. ISSN 2071-1050

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To link to this item DOI: 10.3390/su12093771


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.

Item Type:Article
Divisions:Henley Business School > Leadership, Organisations and Behaviour
ID Code:90597


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