Generating first time visiting consumer website traffic: a live case study

Traffic into a tourism website arises when the consumer is sufficiently motivated, and when they perceive the website may deliver an appropriate suite of desired outcomes. In this study a tourism website is progressively developed through static, then interactive, and then into dynamic formats. Six stages of increased website richness are used to show differential offerings can contribute to a corresponding growth in first-time visiting consumer website traffic. When sequenced, and released in close succession, Facebook posts are shown to boost first-time visiting consumer website traffic. By including, and maintaining, the currency across all six stages of website development, successful consumer-targeted destination tourism websites can be delivered.

N/A

CAUTHE 2015: 25th Annual Council for Australasian University Tourism and Hospitality Education Conference: rising tides and sea changes

N/A

978-0-9870507-6-2

N/A

N/A

13