A SNAPSHOT IN TIME: THE MARKETING OF
CULTURE IN EUROPEAN UNION NTO WEB SITES
CULTURE IN EUROPEAN UNION NTO WEB SITES
JOSEPH A. ISMAIL, THEODORE LABROPOULOS, JULINE E. MILLS, and ALASTAIR MORRISON
Department of Hospitality and Tourism Management, Purdue University, West Lafayette, IN
Cultural tourism is an important area of consumer demand in Europe, and one of the central foci of European Union (EU) activity. With the increase in the use of the World Wide Web as a tool for marketing tourism destinations, this study evaluates the extent to which EU member’s market culture through their National Tourism Organizations' (NTO) Web sites. To achieve a final ranking for EU member countries based on the extent to which culture is marketed, this study utilized the Balanced Scorecard approach, Kendal's Coefficient of Concordance, and Friedman's two-way Nonparametric Analysis of Variance (ANOVA). The results showed Denmark as the country that makes the most effective use of culture in designing and marketing its NTO Web site.
Balanced scorecard European Union Cultural tourism Marketing
World Wide Web (WWW)
A Web site is "entertainment, education, enrichment, and enjoyment. It contains art, music, museums and culture." ("The Significance of a Website" 2000)
