Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

José Duarte Santos (Accounting and Business School, Polytechnic of Porto, Portugal) and Óscar Lima Silva (Instituto Superior Politécnico Gaya, Portugal)
Release Date: August, 2019|Copyright: © 2020 |Pages: 267
DOI: 10.4018/978-1-5225-9783-4
ISBN13: 9781522597834|ISBN10: 1522597832|EISBN13: 9781522597858|ISBN13 Softcover: 9781522597841
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Description & Coverage
Description:

The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses throughout the tourist industry. As a result, numerous companies are utilizing techniques and concepts designed to communicate directly with potential clientele all over the world.

Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries provides innovative insights into how digital marketing can influence the consumer relationship at every stage of the tourism process and features emerging tools and techniques to establish better connections with consumers. The content within this publication examines topics such as branding strategies, social media, and influencer marketing for maximum content exposure. This information is designed for marketing managers, executives, event planners, tour developers, hotel managers, airline managers, program directors, advertisers, restaurateurs, students, business professionals, and researchers.

Coverage:

The many academic areas covered in this publication include, but are not limited to:

  • Branding Strategies
  • Cloud Computing
  • Consumer Behavior
  • Digital Tourism
  • E-Tourism
  • Influencer Marketing
  • Service Quality
  • Social Media
  • Virtual Reality
  • Wearable Technologies
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Editor/Author Biographies

José Duarte da Rocha Santos received his PhD in Management from Vigo University. He also holds MSc in Marketing and a bachelor’s degree in Business Sciences. Between 1987 and 2002, he played various roles in sales, marketing, and management of companies in the information technology sector. From 2003 to 2018, he performed the functions of a management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the fields of management and marketing. He is currently a marketing professor at the Accounting and Business School of the Polytechnic of Porto (ISCAP/P.PORTO). He is also a senior researcher at the CEOS.PP - Centre for Organizational and Social Studies of the Polytechnic of Porto, Portugal. His principal research area is customer relationship management through digital marketing.

Oscar Silva has a PhD in Tourism Science from University of Perpignan (France) and ISCET (Portugal). He is a full professor at Higher Polytechnic Institute of Gaya (ISPGaya) and member of the Association of Tourism Professionals of Minho (APROTURM), with the position of President of the Supervisory Board. He is co-author of several publications involving touristic events in the city of Porto, such as Essência do Vinho, Serralves em Festa, Nós – Primavera Sound, and Marés Vivas. His current research areas include tourism policies, strategic planning in tourism, and evaluation of tourism projects.
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