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Localization of National Tourism Organizations Websites: The Case of ETC Members

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Information and Communication Technologies in Tourism 2017

Abstract

The number of international tourist arrivals is increasing substantially both globally and, in particular, in Europe. Given the role played by information and communication technologies (ICTs) to inform visitors from international markets, the process of translating destination websites is acquiring a central position. The stiff online competition not only requires national tourism organizations (NTOs) to tailor tourism services, but also to shape their communication strategies according to the cultural background and habits of their different audiences. Such adaptation is defined as “localization”, a well-recognized practice in the ecommerce and marketing sectors as well as in the tourism sphere. The goal of the present study is to examine the actual use and integration of website localization practices at NTOs. To accomplish this, IT and marketing specialists are interviewed, providing an overview of adaptation activities at eleven NTOs which are members of the European Travel Commission (ETC). Results show that localization processes are recognized as important for marketing and communication purposes on destination websites.

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Notes

  1. 1.

    Exception are made for those pieces of information that can be retrieved publicly on the Internet.

  2. 2.

    Words in italics are added by the authors to keep anonymity.

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Acknowledgements

The present research was done thanks to the collaboration of the European Travel Commission (ETC).

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Authors and Affiliations

  1. The Faculty of Communication Sciences, USI—Università Della Svizzera Italiana, Lugano, Switzerland

    Emanuele Mele & Lorenzo Cantoni

  2. UNESCO Chair in ICT to Develop and Promote Sustainable Tourism in World Heritage Sites, USI—Università Della Svizzera Italiana, Lugano, Switzerland

    Lorenzo Cantoni

Authors
  1. Emanuele Mele
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  2. Lorenzo Cantoni
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Corresponding author

Correspondence to Emanuele Mele .

Editor information

Editors and Affiliations

  1. Institute of Tourism, HES-SO Valais-Wallis, Sierre, Valais, Switzerland

    Roland Schegg

  2. School of Hospitality and Tourism Management, University of Surrey, Guildford, United Kingdom

    Brigitte Stangl

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Mele, E., Cantoni, L. (2017). Localization of National Tourism Organizations Websites: The Case of ETC Members. In: Schegg, R., Stangl, B. (eds) Information and Communication Technologies in Tourism 2017. Springer, Cham. https://doi.org/10.1007/978-3-319-51168-9_5

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