Performance measures of net-enabled hypercompetitive industries: The case of tourism

  • Authors:
  • Eleni Michopoulou;Dimitrios Buhalis

  • Affiliations:
  • School of Management, University of Surrey, Guildford, Surrey GU2 7XH, UK;Bournemouth University, Talbot Campus, Fern Barrow, Poole, Dorset, BH12 5BB, UK

  • Venue:
  • International Journal of Information Management: The Journal for Information Professionals
  • Year:
  • 2008

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Abstract

This paper investigates the theory and practice of e-metrics. It examines the tourism sector as one of the most successful sectors on-line and identifies best practice in the industry. Qualitative research with top e-Marketing executives demonstrates the usage and satisfaction levels from current e-metrics deployment, selection of e-metrics for return on investment (ROI) calculation as well as intention of new e-metrics implementation and future trends and developments. This paper concludes that tourism organizations gradually realise the value of e-measurement and are willing to implement e-metrics to enable them evaluate the effectiveness of their planning processes and assess their results against their short- and long-term objectives.