The challenge of digital marketing in health tourism: the case of Spanish health resorts-Reference-Cited by-同舟云学术

The challenge of digital marketing in health tourism: the case of Spanish health resorts

Published:2023-09-25 Issue: Volume: Page:
ISSN:0033-5177
Container-title:Quality & Quantity
language:en
Short-container-title:Qual Quant

Author:

Cristobal-Fransi Eduard^ORCID,Daries Natalia^ORCID,del Río-Rama María de la Cruz^ORCID,Fuentes-Tierno María Guadalupe^ORCID

Abstract

AbstractInternet presence is essential for tourism companies. Health resorts are a tourism resource of prime importance for the image of a wellness tourism destination. This paper analyses the content of the official websites of Spanish spas, as well as their level of maturity in the development of e-commerce. For this purpose, a model for the analysis of websites based on the content analysis technique is proposed, as well as on the extended model of internet commerce adoption (eMICA) methodology. The model was applied to 106 spas with online presence. The results indicate that although spas seem to be prepared to carry out online transactions, a significant share have basic Internet presence, with a mainly informative function.

Funder

Universidade de Vigo

Publisher

Springer Science and Business Media LLC

Subject

General Social Sciences,Statistics and Probability

Link

https://link.springer.com/content/pdf/10.1007/s11135-023-01744-2.pdf

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