A Cloud Computing Model for Efficient Marketing Planning in Tourism

George Mastorakis, Nikolaos Trihas, Constandinos X. Mavromoustakis, Emmanouil Perakakis and Ioannis Kopanakis
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George Mastorakis: Department of Business Administration, Technological Educational Institute of Crete, Agios Nikolaos, Crete, Greece
Nikolaos Trihas: Department of Business Administration, Technological Educational Institute of Crete, Agios Nikolaos, Crete, Greece
Constandinos X. Mavromoustakis: Department of Computer Science, University of Nicosia, Engomi, Nicosia, Cyprus
Emmanouil Perakakis: Department of Business Administration, Technological Educational Institute of Crete, Agios Nikolaos, Crete, Greece
Ioannis Kopanakis: Department of Business Administration, Technological Educational Institute of Crete, Agios Nikolaos, Crete, Greece

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 3, 14-30

Abstract: This article proposes a novel model to optimize e-marketing planning in tourism sector, based on the convergence among interactive digital television, mobile networks and cloud computing systems. The proposed research approach is exploited, towards efficiently facilitating marketers to accomplish optimum e-marketing data analysis and design effective mobile marketing strategies, targeting potential users under a personalized advertising scheme. This model also enables marketers to predict future purchasing patterns and efficiently understand customers' behavior. Collected e-marketing data, revealing customers' preferences, is optimally displayed to marketers, using emerging user-friendly interfaces based on cutting edge web technologies, towards providing an actual mean to automatically customize services for individual market segments in tourism sector. The applicability and usefulness of the system were tested by interviewing a sample of hotel marketing managers, and the findings provide useful practical implications.

Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jom000:v:4:y:2014:i:3:p:14-30

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