Adopting Network Multimedia Systems in Interactive Digital Television: A Strategic Method Towards Enhancing Tourism Relationship Marketing

George Mastorakis (), Nikolaos Trihas (), Emmanouil Perakakis () and Ioannis Kopanakis ()
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George Mastorakis: Technological Educational Institute of Crete
Nikolaos Trihas: Technological Educational Institute of Crete
Emmanouil Perakakis: Technological Educational Institute of Crete
Ioannis Kopanakis: Technological Educational Institute of Crete

A chapter in Information and Communication Technologies in Tourism 2013, 2013, pp 472-482 from Springer

Abstract: Abstract This paper investigates the convergence of network multimedia and interactive digital television systems and elaborates on a novel research approach that may be adopted in tourism relationship marketing, towards enabling for an efficient process of collecting and analyzing feedback data from tele-viewers. This process may be vital for optimum marketing purposes, targeting customers with a more efficient and effective way and enhancing the experience that they exploit with specific brands. Furthermore, the proposed technology convergence model enables for an efficient analysis of users’ data, collected using the envisaged network systems, by exploiting data mining methods, such as predictive visual analytics. The analyzed data revealing customers’ preferences is proposed to be optimally displayed to marketers, by utilizing cutting edge web technologies that provide an actual mean to automatically customize services for individual customers or market segments.

Keywords: Tourism relationship marketing; Customer relationship management; Interactive digital television (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-36309-2_40

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DOI: 10.1007/978-3-642-36309-2_40

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