Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries

José Duarte Santos (Instituto Superior Politécnico Gaya, 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 Biographies
José Duarte Santos received his PhD in Management from the University of Vigo, Spain. He is also Master of Marketing and has a Bachelor degree in Business Sciences. Additionally, he obtained the title Specialist in Marketing and Advertising in accordance with Portuguese Decree-Law No. 206/August 31, 2009. Between 1987 and 2002, he has played various roles in sales, marketing, and management of companies in the information technologies sector. From 2003, he has performed functions of management and marketing consultant. Since 1999, he has been a professor in higher education in Portugal in the field of management and marketing. He is currently a professor at the Instituto Superior Politécnico Gaya (ISPGaya) and at the Instituto Superior de Contabilidade e Administração do Porto (ISCAP). He is also research at the Centre for Organisational and Social Studies of Polytechnic of Porto (CEOS.PP). His current research areas include, social media marketing, social customer relationship management and social selling.
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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