Original Research

The marketing of tourism services using the internet: A resource-based view

R. Elliott, C. Boshoff
South African Journal of Business Management | Vol 40, No 3 | a543 | DOI: https://doi.org/10.4102/sajbm.v40i3.543 | © 2018 R. Elliott, C. Boshoff | This work is licensed under CC Attribution 4.0
Submitted: 10 October 2018 | Published: 30 September 2009

About the author(s)

R. Elliott, Department of Business Management, University of Fort Hare, South Africa
C. Boshoff, Department of Business Management, University of Stellenbosch, South Africa

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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.

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Crossref Citations

1. SME website implementation factors in the hospitality industry
Florian Kriechbaumer, Natasa Christodoulidou
Worldwide Hospitality and Tourism Themes  vol: 6  issue: 4  first page: 328  year: 2014  
doi: 10.1108/WHATT-01-2014-0006