Web Marketing in Food Tourism: A Content Analysis of Web Sites in West Texas

Abstract

Food is one of the most important elements in tourists' destination choices and travelers' decision-making. Food tourism is thus increasingly becoming an essential subject to researchers in the field of tourism. Consequently, the need for effective food tourism marketing is evident. However, little research has been conducted to examine food tourism marketing on the World Wide Web. This study was designed to investigate the effective use of Web marketing in food tourism that would affect tourists' destination decisions. The research applied the content analysis evaluating the Web sites of the destination marketing organizations (DMOs) in West Texas. Information regarding promotion of food, food-related activities, food products, and food tourism information was examined. The results are expected to help local DMOs improve their Web site marketing strategies as one of the marketing tools to attract more tourists.