A guide to a more effective World Wide Web presence

Abstract

The Internet is currently regarded as an important communications tool for businesses and is likely to become even more important in the future. The on-line travel market has a particularly optimistic future: on-line bookings have consistently shown a higher growth rate than most other on-line markets. The research reported in this paper examined the extent to which Danish tour operators adhere to current theoretical recommendations for generating and sustaining traffic to their home pages. The paper focuses on some of the more important and observable techniques: in the case of Danish tour operators, the research found that few of them adhere to current thinking regarding the optimum use of World Wide Web sites. The authors make recommendations for improvements of the techniques that operators use and for further research to be carried out in the future. This research used Danish tours operators as an example, but the traffic-generating and traffic-sustaining techniques are applicable to all sorts of companies across industries and countries.

Keywords:

• Danish Tour Operators
• Internet
• On-line Markets
• Traffic Generating
• Traffic Sustaining