Online Mass Customization: The Case of Promoting Heritage Tourist Websites

ABSTRACT Mass customization is a concept that has been discussed extensively in marketing literature. In this study the rationale of its application in the context of the management of a heritage site website was examined. Prospective visitors (N-151) to a major Islamic art museum in Jerusalem were surveyed. The results indicate that tourists' perceptions of a heritage site relative to their own personal heritage are linked to the nature of information sought. The results support a significant relationship between easily- tracked demographic characteristics of the tourists (e.g., religion) and their perception of the site. Implications for marketers and tourist website managers are presented.

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