The Use of Data Driven Technologies in Tourism Marketing

Camilleri, M.A. (2019). The Use of Data Driven Technologies in Tourism Marketing. In Ratten, V., Alvarez-Garcia, J. and De l Cruz Del Rio-Rama, M., Entrepreneurship, Innovation and Inequality: Exploring Territorial Dynamics and Development, 1st Edition, Routledge, Oxford, UK.

19 Pages Posted: 2 Jul 2019

See all articles by Mark Anthony Camilleri

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: September 20, 2019

Abstract

The ongoing advances in technology have brought significant improvements in the processing speed and storage of large volumes of data. Tech-savvy organisations have already started using big data with a goal to improve their decision making, agility and customer-centric approaches. Today, many tourism marketers are hyper-targeting consumers with real-time mobile ad campaigns to drive conversions. They use analytics to identify how exogenous variables, including the broader economy, competitive offerings and even the weather can affect their organisational performance. Similarly, the smaller enterprises are economically gathering and storing data from each and every customer transaction. They use analytics to customise their offerings and improve their customer engagement. Therefore, this chapter builds on the previous theoretical underpinnings on smart tourism. It clarifies how smart, disruptive technologies have led to endless opportunities for tourism and hospitality marketers to gain a competitive advantage. It explains how they are leveraging themselves by utilising contemporary marketing strategies and tactics that are customer-focused. The researcher examines the use of big data, analytics, programmatic advertising and blockchain technologies in the realms of tourism and hospitality.

Keywords: tourism, etourism, digital tourism, digital media, digital marketing, big data, analytics, blockchain, marketing

JEL Classification: M00, M1, M3, M10, M15, M30, M31, M37, Z3, Z30, Z33

Suggested Citation

Camilleri, Mark, The Use of Data Driven Technologies in Tourism Marketing (September 20, 2019). Camilleri, M.A. (2019). The Use of Data Driven Technologies in Tourism Marketing. In Ratten, V., Alvarez-Garcia, J. and De l Cruz Del Rio-Rama, M., Entrepreneurship, Innovation and Inequality: Exploring Territorial Dynamics and Development, 1st Edition, Routledge, Oxford, UK.. Available at SSRN: https://ssrn.com/abstract=3412897

Mark Camilleri (Contact Author)

University of Malta ( email )

Department of Corporate Communication,
Faculty of Media and Knowledge Sciences
Msida, MSD2080
Malta
79314808 (Phone)

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

Register to save articles to
your library

Register

Paper statistics

Downloads
20
Abstract Views
58
PlumX Metrics