Destination marketing organization website features: cross-continental comparative analysis

Abstract

Destination marketing organization (DMO) websites play a crucial role in influencing destination choice as more tourists in the digital age rely on the internet for travel-related information. This research note compares the functionality of DMO websites across three continents: Africa, Latin America, and Europe focusing on three countries (Morocco, Brazil, and Portugal). Based on an extensive framework developed by Li and Wang, this study carefully classifies and assesses website features using six dimensions (information, communication, transaction, relationship, technical merit, and brand gestalt cognition). The results offer destination marketing managers significant insights that aid in gap analysis and the improvement of website functionalities. In addition, the results of the research are applicable for evaluating website effectiveness and for deriving conclusions concerning management and business strategies. This research is also important for destinations as it provides practical opportunities for improving DMO websites, enhancing user engagement, and shaping destination choices in modern times.