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A Cloud Computing Model for Efficient Marketing Planning in Tourism
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Author(s): George Mastorakis (Technological Educational Institute of Crete, Greece), Nikolaos Trihas (Technological Educational Institute of Crete, Greece), Constandinos X. Mavromoustakis (University of Nicosia, Cyprus), Emmanouil Perakakis (Technological Educational Institute of Crete, Greece)and Ioannis Kopanakis (Technological Educational Institute of Crete, Greece)
Copyright: 2015
Pages: 16
Source title:
Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch043
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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.
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