Master of Science (MS)
First Committee Member
Number of Pages
Information is an essential component of Convention and Visitors Bureaus (CVB's) in the United States. While most bureaus provide destination-related information to prospective visitors, marketing directors collect data for research and analysis. During the information gathering process, marketing directors must select relevant and credible data for successful decision maKing Ultimately, this information has an influence on a bureau's mission and strategic goals. Generally, there is a correlation between the quality of information and good decision making; The objective of this research is to examine the relationship of market turbulence, information quality, and how CVB's in the U.S. utilize Internet-based marketing information. This study builds on the Low and Mohr (2001) study as a theoretical framework. Their study determined factors related to the use of marketing information to evaluate marketing communication productivity in the general business industry; On-line surveys were conducted for this study. The findings of this study show that the use of Internet-based information is positively associated with the quality of Internet-based information, technological change, and visitors change. However, the Low and Mohr (2001) study, a theoretical foundation of this study, showed that only technological change was significantly related to the use of marketing information for marketing communication productivity in terms of market turbulence; This study can be vital for marketing researchers in U.S. CVB to help find the importance of market turbulence and the quality of information influencing the use of Internet-based marketing information for emerging market research.
CVB; Information; Internet; Market; Marketing; Quality; Role; Turbulence; Convention and Visitors Bureaus; United States
University of Nevada, Las Vegas
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Lee, Seon Jeong, "The role of information quality and market turbulence on Cvb's Internet-based marketing information use" (2007). UNLV Retrospective Theses & Dissertations. 2125.