A Cloud Computing Model for Efficient Marketing Planning in Tourism

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.

[1]  Matthew Chalmers,et al.  Tourism and Mobile Technology , 2003, ECSCW.

[2]  Arno Scharl,et al.  An investigation and conceptual model of SMS marketing , 2004, 37th Annual Hawaii International Conference on System Sciences, 2004. Proceedings of the.

[3]  Kurt Matzler,et al.  Determinants of response to customer e-mail enquiries to hotels: evidence from Austria , 2005 .

[4]  Dimitrios Buhalis,et al.  eTourism: Information technology for strategic tourism management , 2003 .

[5]  Paulo Roberto de Lira Gondim,et al.  Performance Evaluation of the DVB-RCT Standard for Interactive Services , 2011, IEEE Transactions on Broadcasting.

[6]  Anastasios Kourtis,et al.  Broadband multimedia on the move with DVB-H , 2006, Multimedia Tools and Applications.

[7]  Dimitrios Buhalis,et al.  The Strategic Impact of the Internet on the Tourism Industry , 2007, ENTER.

[8]  G. Piccoli,et al.  Customer Relationship Management—A Driver for Change in the Structure of the U.S. Lodging Industry: , 2003 .

[9]  Byung-Gon Chun,et al.  CloneCloud: elastic execution between mobile device and cloud , 2011, EuroSys '11.

[10]  Marianna Sigala,et al.  Integrating customer relationship management in hotel operations: managerial and operational implications , 2005 .

[11]  Philip J. Kitchen,et al.  Integrated marketing communications: a primer , 2004 .

[12]  Oualid Jouini.  Analysis of a last come first served queueing system with customer abandonment , 2012, Comput. Oper. Res..

[13]  Woo Gon Kim,et al.  Effects of Relationship Marketing on Repeat Purchase and Word of Mouth , 2001 .

[14]  Shwu-Ing Wu,et al.  The relationship between CRM, RM, and business performance: A study of the hotel industry in Taiwan , 2012 .

[15]  Dimitrios Buhalis,et al.  Social media as a destination marketing tool: its use by national tourism organisations , 2013 .

[16]  Andrea Rangone,et al.  Mobile customer relationship management: an explorative investigation of the Italian consumer market , 2005, International Conference on Mobile Business (ICMB'05).

[17]  D. Gilbert,et al.  Approaches by hotels to the use of the Internet as a relationship marketing tool , 1999 .

[18]  M. Soteriades,et al.  Tourism destination marketing: approaches improving effectiveness and efficiency , 2012 .

[19]  Dimitrios Buhalis,et al.  Customer empowerment in tourism through consumer centric marketing (CCM) , 2007, Qualitative Market Research: An International Journal.

[20]  Anika Schweda.  The Influence of Interactive Media upon the Adoption of Interactive Television for Holiday Planning , 2005, ENTER.

[21]  Nicola Whitton.  Encouraging Engagement in Game-Based Learning , 2011, Int. J. Game Based Learn..

[22]  George J. Avlonitis,et al.  Antecedents and consequences of CRM technology acceptance in the sales force , 2005 .

[23]  Jari Salo,et al.  Mobile customer relationship management: underlying issues and challenges , 2007, Bus. Process. Manag. J..

[24]  F. De Turck,et al.  Synchronized Interactive Services for Mobile Devices over IPDC/DVB-H and UMTS , 2007, 2007 2nd IEEE/IFIP International Workshop on Broadband Convergence Networks.

[25]  Bilgen Basal.  On-Line Media Planning and On-Line Media Common Measurement Currencies , 2015 .

[26]  Andrea Rangone,et al.  Mobile customer relationship management: an exploratory analysis of Italian applications , 2007, Bus. Process. Manag. J..

[27]  Şevki Özgener,et al.  Customer relationship management in small–medium enterprises: The case of Turkish tourism industry , 2006 .

[28]  Dimitrios Buhalis,et al.  Information-enabled tourism destination marketing: addressing the accessibility market , 2011 .

[29]  B. Bai,et al.  Examining E-Relationship Marketing Features on Hotel Websites , 2007 .

[30]  H. Murphy,et al.  Do small and medium-sized hotels exploit search engine marketing? , 2008 .

[31]  George Mastorakis,et al.  Performance evaluation of dynamic cloud resource migration based on temporal and capacity-aware policy for efficient resource sharing , 2013, HP-MOSys '13.

[32]  G. Lancaster,et al.  E‐CRM: customer relationship marketing in the hotel industry , 2003 .

[33]  G. Lekakos,et al.  Determinants of Effective SMS Advertising: An Experimental Study , 2007 .

[34]  Christoph Meinel,et al.  The Automated Generation and Further Application of Tree-Structure Outline for Lecture Videos with Synchronized Slides , 2014, Int. J. Technol. Educ. Mark..

[35]  Matthew S. Eastin,et al.  Handbook of Research on Digital Media and Advertising: User Generated Content Consumption , 2010 .