Insights from the International Competence Network of Tourism Research and Education (ICNT)
Edited By Michael Lück, Jarmo Ritalahti and Alexander Scherer
The International Competence Network of Tourism Research and Education (ICNT) covers various areas of research. ICNT’s fourth book offers insights of tourism experts with a wide range of interest and expertise on the way tourism is understood and worked in different countries around the world. The first part of this volume focuses on factors influencing the management of tourism destinations, including competition, controlling, and marketing. An in-depth view into tourist experiences is offered in the second part, with examples ranging from volcano tourism to national park and wildlife tourism, and gastronomic experiences.
Digital Tourism Marketing
1. Introduction to Digital Tourism Marketing
This introduction serves to lay the foundation of the chapter by providing an overview of the characteristics of digital tourism marketing. The first questions are where digital tourism marketing fits into the overall complex of marketing and marketing management, through which specific features the Internet is characterised, and thus which specifics must be considered in digital tourism marketing. These questions will be answered after this introduction by a detailed presentation of digital tourism marketing and of the characteristics of the Internet.
1.1 Analogue vs. Digital Tourism Marketing
Tourism is generally regarded as a business of information. On the Internet, that information can be transferred digitally. Thus, the symbiosis of both is a natural consequence:
Die Tourismusbranche empfand das Internet von Beginn an sehr bedeutend, da der Tourismus als Dienstleistung ein immaterielles Produkt darstellt, das optimal für eine elektronische Datenübertragung geeignet ist
‘From the beginning, the tourism industry considered the Internet to be highly important, tourism being an immaterial product which is ideally suited for digital data transfer.’ (Amersdorffer, Bauhuber, & Oellrich, 2010, pp. 3–4)
Because of this high level of importance, marketing via the Internet has become more and more in focus. According to Kollmann (2011), the general targets of digital marketing are “Methoden der bilateralen Kundengewinnung und Kundenbindung auf der Anbieter- und Nachfragerseite [methods of bilateral customer acquisition and customer loyalty on the part of suppliers...
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