Photo. Cover of the Handbook on E-marketing for Tourism Destinations - From UNWTO, United Nations World Tourism Organization, and ETC, European Travel Commission.
The terms E-marketing, eMarketing, Internet marketing and online marketing, are frequently interchanged, and can often be considered synonymous. It means electronic marketing, and is mostly associated with marketing on Internet. It includes both direct response marketing and indirect marketing elements and uses a range of technologies to help connect businesses to their customers.
As mentioned the ETC/UNWTO Handbook on E-Marketing for Tourism Destinations is the first comprehensive e-marketing handbook for tourism destinations. The all-new 300-page publication is a practical ‘how-to’-manual for tourism destination staff at national, regional and city tourism organisations, designed to help improve e-marketing skills and manage new projects.
The book covers all the basics including website design, search engine optimisation, email marketing, social networking, and e-commerce. It has advice on how to build better content, get distribution of it, use CRM, succeed with online PR, support the travel trade on-territory, and get into mobile marketing. Web analytics, online research methods, and performance measurement get full treatment, and new areas such as digital television are also covered. It also includes over 30 examples of e-marketing in action.
The book's authors are a group of international experts from TEAM Tourism Consulting, Peter Varlow, Karin Nijhuis and Roger Carter, and covers all the basics of e-marketing including web design, search engine optimization, email marketing, social networking and e-commerce.
In addition the book provides advice on:
- how to create better content
- how to distribute content
- use of customer relationship management (CRM)
- how to succeed with online PR
- branding online
- how to support the industry in relation to the sale of the destination
- mobile marketing
- web analytics and measurement of performance
- online testing and surveys
- Digital TV
For more information about this book, enter European Travel Commission`s website: E-marketing book.
Stein Morten Lund, 5th July 2011
Addtional information
Read more about e-marketing, website and social media for the travel industry our global traveguide Travel Explorations.
Other useful book:
e-Business for Tourism - Practical Guidelines for Destinations and Businesses (2001). Although published in 2001, this report, produced by TEAM Tourism Consulting on behalf of the World Tourism Organization, still has much value today. It explains the concepts of e-business and Customer Relationship Management and provides an overview of the changing value chains and the evolving role of DMOs. It also offers step-by-step guidelines, with case studies and examples, on how to develop websites for consumers, intermediaries, travel media and tourism businesses. It can be bought from the UNTWO website at a cost of EURO 30.
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