Understanding the web maturity of Polish DMOs

New study: Understanding the web maturity of Polish DMOs (Stokłosa. L., Marchiori. E., Cantoni, L., Journal of Destination Marketing & Management). Study highlights:

  • Overall web maturity of Polish DMOs increases rather slowly.
  • Lack of sufficient skills and HR inhibit the development of web marketing in DMOs.
  • Outsourcing and leadership could contribute to DMO web maturity growth.
  • Preparing and disseminating special training for DMO employees is advisable.
  • DMOs might benefit from performing self-assessments of their own web maturity.
  • Overall web maturity of Polish DMOs increases rather slowly.
  • Lack of sufficient skills and HR inhibit the development of web marketing in DMOs.
  • Outsourcing and leadership could contribute to DMO web maturity growth.
  • Preparing and disseminating special training for DMO employees is advisable.
  • DMOs might benefit from performing self-assessments of their own web maturity.