Handbook on E-marketing for tourism destinations
Contributors: European Travel Commission
Publisher: World Tourism Organization; European Travel Commission
Published: 2008
Place of publication: Madrid; Brussels
Language: eng
Number of pages: 278
ISBN-13: 9789284412761; 9789299005019
Subjects: Tourism; Marketing; Telemarketing; Reiseziel; Online-Werbung; Electronic Commerce; Fremdenverkehrsgebiet
Description: The internet and other new technologies hae changed the tourism industry in an unprecedented way, and to a degree that has not been seen in any other sector. The speed of change and development is fast, and keeping pace is becoming more and more of a challenge. Online information is now one of the primary influences on consumer decisions in nearly all major markets. And when figures show that 41% of all tourists arriving in Spain last year booked their trip through the internet- or that in the United States of America, in 2007 for the first tme ever, the number of trips bought online exceeded those purchased offline, it is clear that the internet and new technologies have become a key competitive factoe for both destinations and enterprises alike.
Notes: Includes bibliographical references (pages 267-278).
Table of contents: title: 1 E-marketing for tourism destinations- the big picture; title: 2 Content is king- how to build and manage content that convinces the customer; title: 3 Social networking and user-generated content (UGC); title: 4 Make a winning website- the keys to success; title: 5 Search engine optimisation (SEC)- getting better search results the 'natural' way; title: 6 How to acquire and develop customers- marketing channels and the use of customer relationship management; title: 7 Branding- project the essence of the destination; title: 8 E-commerce for destinations- turning enquiries into sales; title: 9 Mobile marketing- exploiting the essential companion to everyday life; title: 10 The new television- convergence of media: interactive TV, video, internet and gaming; title: 11 Online destination media relations- how to gain online coverage and be ready for a crisis; title: 12 Supporting the travel trade in source markets; title: 13 E-marketing with the destination's tourism suppliers; title: 14 Income sources for DMOs- raising income from your e-marketing services; title: 15 Measuring success- methods for reporting of e-marketing activity, and continuous measurement of performance quality and outcomes; title: 16 Web analytics- boost your online impact with data-driven optimisation; title: 17 How to manage your domain names- choosing and maintaining domains that support a wide range of e-marketing activities; title: 18 Market trends.