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Marketing the smart destination
This document discusses marketing smart tourism destinations. It aims to understand how embracing information and communication technologies can enhance destination competitiveness and reduce marketing inefficiencies. As destinations generate increasing amounts of data, it is important for research to explore how to use big data for destination marketing. The preliminary research examines definitions of smart tourism destinations and their relationship with competitiveness. A working definition is proposed for a destination that successfully implements smartness in marketing by building on infrastructure to translate data into value and exploit technology to build knowledge and competitiveness. The document proposes a perceptual model and methodology to achieve the objective of exploring this topic further.
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Marketing the smart destination
- 1. ENTER 2016 PhDWorkshop Slide Number 1 Marketing the smart destination Myrta Zemp Lucerne School of Business, Switzerland [email protected] http://www.hslu.ch/itw
- 2. ENTER 2016 PhDWorkshop Slide Number 2 Aim • Exploiting „smartness“ of destinations for enhancing competitiveness • Understanding the opportunities of embracing ICT in terms of destination marketing in order to reduce scatter loss • Gaining insights into digital customer journey
- 3. ENTER 2016 PhDWorkshop Slide Number 3 Introduction • Era of digital transformation: increasing amount of (big) data • Context tourism: increasing importance of “smart tourism” approach • Issue of how to use (big) data for destination marketing highly relevant for industry; research rather elusive
- 4. ENTER 2016 PhDWorkshop Slide Number 4 Preliminary Research • Smart tourism destination: – State-of-the-art infrastructure in order to guarantee sustainable development, high visitor interaction, increase experience at the destination (López de Avila, 2015) – Interconnecting platform for improving resource management and maximizing destination’s competitiveness (Buhalis, Amaranggana, 2013) – Collecting and aggregating data that is derived from physical infrastructure (…) that is transformed into business value-propositions (Gretzel, Sigala, et al. 2015)
- 5. ENTER 2016 PhDWorkshop Slide Number 5 Preliminary Research Smart tourism destination Increasing destination’s competitiveness ?
- 6. ENTER 2016 PhDWorkshop Slide Number 6 Working definition A tourism destination successfully implements smartness in the fields of marketing when it •…is built on a state-of-the-art infrastructure and translates the collected and aggregated data into business value propositions. •…exploits technological advancements for building knowledge and therefore increasing the destination’s competitiveness. •…automatically generates data-based propositions (e.g. for marketing campaigns).
- 7. ENTER 2016 PhDWorkshop Slide Number 7 Proposed perceptual model
- 8. ENTER 2016 PhDWorkshop Slide Number 8 Objective
- 9. ENTER 2016 PhDWorkshop Slide Number 9 Proposed methodology
- 10. ENTER 2016 PhDWorkshop Slide Number 10 Discussion