The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Harnessing Big Data and Analytics for Targeted Destination Marketing Campaigns
Abstract
This chapter discusses how big data and analytics are game-changers in destination marketing, relying on data-driven strategies that raise marketing campaigns' precision and customization levels. Leveraging the knowledge that visitor demographics, online behaviors, social media activity, and booking patterns can provide destinations should lead to highly targeted campaigns appealing to specific segments of travelers. Predictive analytics also allow for predicting trends, and customer needs to optimize marketing efforts towards higher conversion rates. Furthermore, it enables an integrated view of customer touchpoints on their digital journey. The chapter also addresses the issues and ethical considerations, among them privacy and overload, that pertain to challenges in data use with a note on transparency and compliance regulation and laws. Most importantly, it indicates the future role of big data in encouraging sustainable tourism and upcoming success for destination marketing organizations in a digital and competitive landscape.
Related Content
|
Aseela Al Harthi, Mohammad Soliman, Anam Palla.
© 2026.
28 pages.
|
|
Christoph Pachucki.
© 2026.
32 pages.
|
|
Nawel Chrouda, Mouna Damak Turki.
© 2026.
36 pages.
|
|
Mariana Taveira Gouveia, Bruno Barbosa Sousa, Cláudia Ribau.
© 2026.
22 pages.
|
|
Birendra Kishore Roy.
© 2026.
38 pages.
|
|
Aye Thiri Nyunt, Brij Kotak, Ravi Chauhan, Rituraj Jain, Kumar J. Parmar, Damodharan Palaniappan, T. Premavathi.
© 2026.
38 pages.
|
|
Muhammad Usman Tariq.
© 2026.
26 pages.
|
|
|