Maintaining organization-public relationships on tourism Websites through relationship management strategies

This study investigates the relationship maintenance strategies (RMS) of official state tourism Websites and online travel agencies' Websites in the U.S. Content analysis reveals that the access strategy was enacted the best while the sharing of tasks strategy was utilized the least in both types of Websites. There are significant differences between these two types of Websites in terms of the positivity, the openness/disclosure, and the assurances strategies. The implications of adopting RMS for e-PR in the tourism and hospitality industry are discussed. (C) 2014 Elsevier Inc. All rights reserved.