Chapter 17 Destination Marketing

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Chapter 17Destination Marketing Technology
The Case of Web-Based Data Mining
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Marketing

• Marketing battles are fought in a mean and ugly
  place. A place thats dark damp with much
  unexplored territory and deep pitfalls to trap
  the unwary. Marketing battles are fought.?
  (Rice Trout, 86169)
• image is the key construct
• Also sets, and positioning
• AIDA Model
• Attention, Interest, Desire Action

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DMOs Use of Websites

• Tourists acquire info to decrease risk
• Websites
• Cost effective, dynamic, can purchase directly
• Greatly assist Database Marketing!
• Loyalty to DMO?
• Not usually, but maybe the hotel, place, etc.
• Long-haul unlikely to visit again
• Low resources extremely difficult
• Dimensions of political views Fig 17.2!

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Web-based Data Mining

• Web usage
• Patterns of pages and URLs visited
• Web structure Mining
• Looks at structure usage patterns of menus
• Web content Mining
• creating relationship DBs time spent, origin
• Phones new era!
• Dynamic pre-trip and in-trip means of commun.
• Top-of-Mind Awareness

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Case Study 17.1

• www.purenz.com
• www.australia.com
• Web Eval