Online mass customization: The case of promoting heritage tourist websites

Yaniv Gvili, Yaniv Poria

Research output: Contribution to journalArticlepeer-review

4 Scopus citations


Mass customization is a concept that has been discussed extensively in marketing literature. In this study the rationale of its application in the context of the management of a heritage site website was examined. Prospective visitors (N=151) to a major Islamic art museum in Jerusalem were surveyed. The results indicate that tourists' perceptions of a heritage site relative to their own personal heritage are linked to the nature of information sought. The results support a significant relationship between easily- tracked demographic characteristics of the tourists (e.g., religion) and their perception of the site. Implications for marketers and tourist website managers are presented.

Original languageEnglish
Pages (from-to)194-206
Number of pages13
Issue number2
StatePublished - 1 Jan 2005


  • Heritage tourism
  • Internet marketing
  • Mass customization
  • Website management

ASJC Scopus subject areas

  • Geography, Planning and Development
  • Earth-Surface Processes


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