Tourism and Websites: a content analysis.
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Author/sRodríguez Úbeda, Rafael José
Advisor/sJiménez Castillo, David
Nowadays there is a strong competition between the major cities of the world for tourism. Cities are starting to use their websites as a marketing tool with the aim of achieving positioning in the market. Positioning is vital in order to compete in markets in a more and more globalised world, so managers are conscious of the importance of managing their on line marketing strategies to achieve competitive advantages. This issue is mainly relevant in the tourism sector. The purpose of this study is to analyse the websites of the twenty world cities with the highest level of tourism; also analyses the websites of the five most visited cities of Spain. Conducting a content analysis on the English version of each city´s website will help me identify their strengths and weaknesses. I also make some recommendations to managers in order to improve web marketing strategies directed to global consumers. If these changes are implemented the websites standing within the world scale will likely be ...
Trabajo Fin de Máster de la Universidad de Almería