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Abstract
This paper uses problematic integration theory to assess destination online promotional activities often used to influence consumer travel purchase behavior. The model of destination online promotion activities assessment focuses on the link between consumers' online brand preference drivers (differentiation, quality, and value) and online market data (price, distribution, Web presence, promotions, direct online communication tool, and ad identification). The model is tested using the case of Australia (www.australia.com) and their efforts to attract a U.S. market. The study found Australia.com is a well-designed travel guide that provides information and emphasizes its aesthetic aspects. However, the Website's interactive aspects could be improved. By assessing destination online promotional activities, destination marketing organizations may be able to reduce underlying uncertainty regarding the destination and more clearly address the needs of their target markets.
