Assessing export readiness of tourism operators’ digital channels

Heather J. Crawford, Sophia Xiaoxia Duan

    Research output: Book chapter/Published conference paperConference paperpeer-review


    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: 04 Dec 201706 Dec 2017 (Conference proceedings)


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


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