Information Technology and the level of development of e-commerce in golfa comparative analysis of the golf course Web pages of the Algarve, Andalusia and Florida

Resumen

This paper presents the results of a study which, using literature on information,communication and tourism technologies as its theoretical basis, aims to evaluate the way in which three golf tourism destinations – the Algarve, Andalusia and Florida – position themselves through their Web pages. Using a methodological approach proposed by the World Tourism Organization (1999, 2001), the main characteristics of each destination were identified and analysed. Following this, recommendations and a set of good practices (including techniques, design and content) are presented in order to improve online strategic performance. The results highlight three fundamental aspects: (i) the Web pages of the golf courses analysed are still underdeveloped on the whole; (ii) the return on the use of this electronic channel is still in its embryonic stage; (iii) the clients, suppliers and partners of the golf industry could be more active. From this, it was concluded that it is essential to exploit the opportunities for development in this area, and in information technologies in a broader sense, in order to be competitive in the golf tourism sector.