How Information Quality and Market Turbulence Impact Convention and Visitors Bureaus’ Use of Marketing Information: Insights for Destination and Event Marketing

Information is an essential component of convention and visitors bureaus for their marketing purposes in order to make their destinations and events more attractive to visitors. During the information gathering process, tourism and event marketing directors must select relevant and credible data for successful decision-making. Based on the lack of academic research in the area of online marketing information use by convention and visitors bureaus, this study investigates what factors influence convention and visitors bureaus’ online information use for their market research. In particular, this study examines the relationships among technology change, customer change, information quality, and marketing information use with convention and visitors bureaus in the United States. Utilizing an online survey to convention and visitors bureau managers, findings from this study identify the use of Internet-based information as positively associated with the quality of Internet-based information followed by customer change and technology change. Implications for destination marketers and event marketers are included.

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