The Influence of Organisational Factors in Small Tourism Businesses on the Success of Internet Marketing

Elliott, Roger, Boshoff, Christo, Management Dynamics

ABSTRACT

Small businesses have been identified as a catalyst for creating jobs and generally growing the economy. One sector that is characterised by the proliferation of small businesses is that of the tourism industry. Key to this sector reaching its full potential is, however, access to markets. The Internet is seen by many as playing a valuable role in helping small tourism businesses understand their markets better, extend their reach, and serve their customers more effectively, irrespective of its geographical location. However, identifying the factors that influence the success of the use of the Internet for marketing is proving challenging.

The focus of this study …

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Publication information: Article title: The Influence of Organisational Factors in Small Tourism Businesses on the Success of Internet Marketing. Contributors: Elliott, Roger - Author, Boshoff, Christo - Author. Journal title: Management Dynamics. Volume: 14. Issue: 3 Publication date: July 1, 2005. Page number: 44+. © Southern African Institute for Management Scientists 2008. Provided by ProQuest LLC. All Rights Reserved.

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