The Promotion of European Tourism in the Emerging Countries: Pyramidal Marketing

The Promotion of European Tourism in the Emerging Countries: Pyramidal Marketing

Francisco V. Cipolla-Ficarra (ALAIPO – AINCI, Spain and Italy), Alejandra Quiroga (Universidad Nacional de La Pampa, Argentina) and Valeria M. Ficarra (ALAIPO – AINCI, Spain and Italy)
DOI: 10.4018/978-1-4666-4490-8.ch032
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Abstract

The authors present the different communication strategies used for the promotion of European tourism in the emerging countries, through Power Point and pyramidal marketing. They also research the veracity and the persuasion strategies used in textual, visual, and hearing information, which go with the images in the interactive presentations. Finally, an analysis technique is presented to detect the possible potential tourists divided in relation to age, education, and knowledge of the use of computers or other interactive systems of mobile multimedia.
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The concept of navigation was the cornerstone of the research works by Nicholas Negroponte and Richard Bolt (Negroponte, 1995) who developed a set of technological instruments to increase the intersection with the computer and obviously incorporated in the operative systems and/or the commercial application that we are analyzing. These instruments or tools helped to establish a link between the hypertext and the active multimedia. They bred a workspace called “Dataland” whose main resources were the cursor, the touch system (already tested in the 80s on some Hewlett Packard tactile screens), the joystick, the zooming in of the images, the use of the voice for the execution of the commands. Perhaps, when Nicholas Negroponte declares the merging of television, the print and computer science towards “a computer-based multimedia technology” (Negroponte, 1995) he was running ahead of his time towards the versions of the new PowerPoint in the second millennium. In the first decade of the 21st century that commercial application would include several novelties which can be summed up in the following way: management of the animations in an individual way and their shadows, diagrams of several types (pyramid, radials, Venn, etc.), incorporation of password, automatic generation of a picture album, integration of the CD package among several users (the CD mastering in CD of the multimedia content with a display was facilitated), implementation of the Ribbon system to improve the interface, etc. In relation to the degree of cohesion of the computer science and the different degrees of interaction in the 80s and early 90s we can make the following classification:

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