engleski

Web analytics as support to tourism development strategy

Web analytics is a tool that provides a significant number of accurate data that after process of analyzing may offer core information for creating new tourism strategies on supply side in accordance with current tourism trends and preferences on demand side. While internal statistics guest data available by local tourist boards indicate past and present data, the web analytics provides information necessary to spot the market opportunities and accordingly direct future tourism management activities. The overview of web analytics tools facilities, introduced in this paper, can represent a research design for future empirical studies and researches focused on assessment the level of web analytics tool recognition and its appliance among local tourism company, as well as on the global level.

Web analytics, tourism strategy, Google Analytics, online advertising, conversions

nije evidentirano