Multichannel Digital Marketing Optimizations through Big Data Analytics in the Tourism and Hospitality Industry

被引:10
|
作者
Sakas, Damianos P. [1 ]
Reklitis, Dimitrios P. [1 ]
Terzi, Marina C. [1 ]
Vassilakis, Costas [2 ]
机构
[1] Agr Univ Athens, Sch Appl Econ & Social Sci, Dept Agribusiness & Supply Chain Management, Business Informat & Commun Technol Value Chains La, Athens 11855, Greece
[2] Akad GK Vlachou, Dept Informat & Telecommun, Tripoli 22100, Greece
关键词
tourism; hospitality; big data; web analytics; social media; digital marketing; advertising; multichannel; e-WOM; brand; SEARCH ENGINE OPTIMIZATION; USER-GENERATED CONTENT; SOCIAL-MEDIA; BUSINESS PERFORMANCE; CUSTOMER ENGAGEMENT; BRAND LOYALTY; TRAVEL; POWER; EWOM; INFORMATION;
D O I
10.3390/jtaer17040070
中图分类号
F [经济];
学科分类号
02 ;
摘要
The tourism sector increasingly relies on technology to acquire new clients in a world overflowing with information. So, the main question that needs to be answered is:What digital marketing strategy should be adopted to attract customers and built digital brand name by incorporating websites and social media big data? The authors of this research utilize web analytics and big data to build an innovative methodology in an effort to address this issue. After the data collection, statistical analysis was implemented, followed by a fuzzy cognitive map and an agent-based simulation model in order to illustrate the usage of social media and user experience in multichannel marketing. The findings suggest that, in contrast to the websites of other industries, such as logistics, where customers want to finish their inquiries as quickly as possible and leave the webpage, it is advantageous for tourism websites to keep customers' attention moreon their website in order to increasevisibility. Additionally, the research further highlights the importance of personalization and user-engagement content to e-WOM, suggesting to tourism businesses to encourage posts made by customers and employees.
引用
收藏
页码:1383 / 1408
页数:26
相关论文
共 50 条
  • [21] DIGITAL TECHNOLOGIES AND DIGITAL MARKETING: NEW OPPORTUNITIES FOR TOURISM AND HOSPITALITY BUSINESS
    Balatska, Natalia
    Radkevych, Larysa
    Robul, Yuriy
    Vdovichena, Olha
    Strenkovska, Anna
    [J]. FINANCIAL AND CREDIT ACTIVITY-PROBLEMS OF THEORY AND PRACTICE, 2022, 6 (47): : 424 - 432
  • [22] Analytics in the era of big data: The digital transformations and value creation in industrial marketing
    Wang, William Yu Chung
    Wang, Yichuan
    [J]. INDUSTRIAL MARKETING MANAGEMENT, 2020, 86
  • [23] Internet of Things and Big Data Analytics for Risk Management in Digital Tourism Ecosystems
    Popova, Petya
    Marinova, Kremena
    Popov, Veselin
    [J]. RISKS, 2023, 11 (10)
  • [24] Utilizing big data in tourism marketing
    Ye, Xin
    Liu, Wen
    Li, Longgang
    Zhang, Yaning
    [J]. PROCEEDINGS OF 3RD INTERNATIONAL SYMPOSIUM ON SOCIAL SCIENCE (ISSS 2017), 2017, 61 : 346 - 351
  • [25] Big Data in Tourism Industry
    Shafiee, Sanaz
    Ghatari, Ali Rajabzadeh
    [J]. 2016 10TH INTERNATIONAL CONFERENCE ON E-COMMERCE IN DEVELOPING COUNTRIES: WITH FOCUS ON E-TOURISM (ECDC), 2016,
  • [26] Predicting Online Complaining Behavior in the Hospitality Industry: Application of Big Data Analytics to Online Reviews
    Sann, Raksmey
    Lai, Pei-Chun
    Liaw, Shu-Yi
    Chen, Chi-Ting
    [J]. SUSTAINABILITY, 2022, 14 (03)
  • [27] Big data in action: An overview of big data studies in tourism and hospitality literature
    Lyu, Jiaying
    Khan, Asif
    Bibi, Sughra
    Chan, Jin Hooi
    Qi, Xiaoguang
    [J]. JOURNAL OF HOSPITALITY AND TOURISM MANAGEMENT, 2022, 51 : 346 - 360
  • [28] TOURISM AND HOSPITALITY INDUSTRY IN THE DIGITAL ERA: GENERAL OVERVIEW
    Popescu, Monica-Adina
    Nicolae, Florina-Valentina
    Pavel, Maria-Ioana
    [J]. PROCEEDINGS OF THE 9TH INTERNATIONAL MANAGEMENT CONFERENCE: MANAGEMENT AND INNOVATION FOR COMPETITIVE ADVANTAGE, 2015, : 163 - 168
  • [29] Digital currency and payment innovation in the hospitality and tourism industry
    Kim, Jinkyung Jenny
    Radic, Aleksandar
    Chua, Bee-Lia
    Koo, Bonhak
    Han, Heesup
    [J]. INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT, 2022, 107
  • [30] Exploring the Potentials of Big Data Analytics in Marketing
    Faizi, Rdouan
    El Fkihi, Sanaa
    El Atia, Abdellatif
    [J]. INNOVATION MANAGEMENT AND EDUCATION EXCELLENCE THROUGH VISION 2020, VOLS I -XI, 2018, : 2109 - 2114