A comparative analysis on relationship maintenance strategies between official state tourism Websites and online travel agencies' Websites in the U.S.
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This study investigates the application of relationship maintenance strategies in official state tourism Websites and online travel agencies Websites in the U. S. The content analysis of their Websites reveals that both of the two kinds of Websites are at low level on the application of RMS. Among six strategies, access strategy was enacted best and sharing of task strategy was enacted worst. The result presents that there are significant differences between the two kinds of Websites on executing positivity, openness/disclosure, and assurance strategies. Possible explanations and implications of the differences in RMS application between official state tourism Websites and online travel agencies Websites are discussed.