Internet as a destination marketing tool: A case study (Spanish National Tourism Organisation)

This paper aims to illustrate the relevant role that the Internet plays as a tool for marketing tourism destinations online by focusing on a study of the web site of Spain's National Tourism Organisation, TURESPANA. The research covers three main areas, firstly, the collaborative model of TURESPANA in promoting Spain through its own network of web sites coupled with those of the Spanish Tourist Offices abroad. Secondly, by means of a case-study, the paper sets out the need to combine different sources of information to research web-user's profiles in order to prevent misleading conclusions. Finally, the study ends with a report on current and future developments to improve the efficiency of the TURESPANA web site with the hope this experience could guide further improvements in the sector of Information Technology and Tourism.