Deck 12: The Destination Marketing Organisation Dmo and Social Media

Question 1

Approximately what percentage of the world's population are internet users?

A) Less than 10%
B) 10% - 20%
C) Over 40%
D) 90%

Answer 1

C

Question 2

Web 2.0 is a term used to describe:

A) a one-off upgrade of the internet in 2004
B) the generation of digital natives
C) the availability of a new group of internet programmes
D) all of the above

Answer 2

C

Question 3

The emergence of online user-generated content (UGC) has led to:

A) the democratisation of the web
B) less control of the destination brand by DMOs
C) the use of eWoM in travel planning
D) all of the above

Answer 3

D

Question 4

Which of the following is an example of a virtual community?

A) Facebook friends
B) Twitter followers
C) Instagram followers
D) All of the above

Question 5

With a mimetic online strategy a DMO typically:

A) advertises in various media to redirect users to the destination website
B) attempts to recreate the style of popular social media site on the destination website
C) creates a new online community devoted to the destination
D) undertakes all of the above

Question 6

With an immersion online strategy a DMO typically:

A) advertises is various media to redirect users to the destination website
B) attempts to recreate the style of popular social media site on the destination
Website
C) creates a new online community devoted to the destination
D) undertakes all of the above

Question 7

Search engine optimisation involves:

A) the consumer having clear goals when travel planning
B) paid search engine marketing by the DMO to gain top position in search results
C) receiving only positive search results
D) the DMO adapting online content to gain priority position in popular searches

Question 8

The main barriers to DMOs maximising the potential of Web 2.0 have mainly been due to:

A) organisational culture
B) lack of financial resources
C) lack of human resources
D) all of the above

Question 9

A major impact of the democratisation of the internet though Web 2.0 user generated content:

A) the DMO's decreasing control over destination image
B) more expensive advertising costs
C) increasing credibility of DMO advertising
D) all of the above