Experts in consumer behavior at the QUT Business School have examined the effectiveness of the official tourism website, Visit London, for tourists who have chosen the city as a destination to be explored.
Their findings, published in the Journal of Strategic Marketing, have implications for the global travel industry amidst an emerging trend to ‘personify’ places to establish long-term ties with tourists.
Professor Brett Martin said that research has examined psychology in tourism and that the same principles can be applied to other tourism-related websites.
“The key is to generate trust,” Professor Martin said. “People looking for holiday information online must trust the information.
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