Myswitzerland.com: Analysis of Online Communication and Promotion

Abstract

This research investigates the current state of technology adoption of a popular tourism destination: Switzerland. This case study has been elaborated leveraging on existing literature, public documents, and private statistics; it describes the importance of technology-mediated communication and promotion within the Swiss National Tourism Board, highlighting the achievements and envisaging the future steps. Thanks to an online communication model, the website of the Swiss Tourism Board (MySwitzerland.com) has been investigated, taking into account the following dimensions: content functionalities, graphical user interface, people who administrate, people who visit the website, and information market. The analysis shows the importance of the online channel and the technology adoption of this destination management organization.

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