Assessing Export Readiness of Tourism Operators’ Digital Channels

Heather Crawford, Sophia Duan

Research output: Book chapter/Published conference paperConference paper


This project presents an approach for benchmarking the export readiness of websites in the tourism industry. Using psychic distance theory, we posit a staged approach to international e-readiness in parallel to the stages of the extended model of internet commerce adoption (eMICA) business process model. We explore two extensions of the eMICA model to include export readiness and aspects of the social web. Desk research on digital presence of regional tourism organisations will be supported by manager interviews. The comprehensive framework developed will enable more efficient use of industry and government resources to aid internationalisation in regional tourism.
Original languageEnglish
Title of host publicationANZMAC 2017 Conference Proceedings
Subtitle of host publicationMarketing for Impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
Number of pages5
Publication statusPublished - Dec 2017
EventAustralian and New Zealand Marketing Academy Conference: ANZMAC 2017 - Swanston Academic Building, RMIT University, Melbourne, Australia
Duration: 01 Dec 201706 Dec 2017 (Conference website) (Conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy Conference
Abbreviated titleMarketing for Impact
Internet address

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    Crawford, H., & Duan, S. (2017). Assessing Export Readiness of Tourism Operators’ Digital Channels. In L. Robinson, L. Brennan, & M. Reid (Eds.), ANZMAC 2017 Conference Proceedings: Marketing for Impact (pp. 370-374)