Air Force Services Web Site Design: An Exploratory Study of Information Needs and Effective Marketing Application

摘要

The Internet is dramatically changing the way people research information, communicate, make decisions, and the way in which they buy goods and services. Travel and hospitality products are reputed to be one of the most suitable products for sale over the Internet. The Air Force career field that performs the functions of the hospitality industry is known as Services. The purpose of this study was to evaluate the degree to which Air Force Services units are exploiting the unique marketing potential of the Internet. Specifically, this study strived to measure the effectiveness of current Services Websites. It was designed to identify the information needs of active duty personnel on Services Websites and to analyze current Services sites in terms of content characteristics and application of marketing concepts. Results from this research found significant differences of interest in Services activities as well as desired elements on Services Websites. Like most commercial companies, Services units are making little use of the Internet, treating it simply as a publishing medium. The information delivery, interactive communication and transaction capabilities lie untapped. The Web presents a fundamentally different environment for marketing activities than traditional media, therefore, the results of this study are discussed in terms of reconstructing Services marketing activities in forms more appropriate for this new medium.