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

Abstract

Information is an essential component of Convention and Visitors Bureaus (CVBs) 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 CVBs, this study investigates what factors influence CVBs’ 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 CVBs in the United States. Utilizing an online survey, findings from this study identified 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.

Keywords: conventions, tourism, event marketing, website, CVB

JEL Classification: M31