| Summary: | Despite the growing importance of Information and Communication Technologies (ICTs) in the tourism domain, the opportunities offered by the web to promote tourist destinations seem to be not yet fully exploited by destination marketing organizations. This study seeks to extend the eTourism Communication Maturity Model (eTcoMM), which is based on stage models of online communication in tourism. The model focuses on identifying processes involved in tourism web marketing activities, from awareness by tourism boards to implementation. The study aims to contribute to the definition of maturity in online promotion by Italian tourism boards, identifying and discussing factors that aid and limit the transition, from awareness to implementation of strategic web marketing.
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