Futuring Internet Marketing Activities Using Change Propensity Analysis

The purpose of this study was to examine the current use and predict future Web-based marketing activities of U.S. convention and visitor bureaus. A survey was sent to 600 randomly selected American convention and visitor bureaus with a focus on assessing the applications included in the bureaus’ Web sites, their Web site promotion techniques, and customer relationship management programs in relation to these Web sites. The results indicate that most bureaus’ Internet marketing activities are relatively limited, focusing on providing travel information to prospective visitors. Future trends of Internet marketing activities were then evaluated using change propensity analysis (CPA) and suggest a number of emerging activities that will be adopted during the next few years. The implications of the findings are then discussed.