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PhD Research Student

Francisco Tigre Moura

Title of Research: DMO websites towards a new perspective: The development of a consumer oriented concept

Degrees: Bachelor degree in Tourism (Universidade Federal de Pernambuco, Brazil), Masters in Business Administration (Universidade Federal de Pernambuco, Brazil)

Email: francisco.tigre@otago.ac.nz

Area of PhD Research: Internet marketing and tourism marketing

Start of PhD: August 2009

Supervisors: Professor Juergen Gnoth and Associate Professor Ken Deans

Short description of research topic:
The literature on cultural website localization investigates the adaptation of web content and structure to fit the needs and preferences of different cultures. Previous research have demonstrated that this practice correlates positively with satisfaction, attitude towards the website, time spent on the website and purchase intention, among other factors.  This PhD research focuses on developing the concept of a consumer oriented website for Destination Marketing Organizations, as an extension of the cultural localization theory.