Digitales Tourismusmarketing

The book demonstrates how to recognize digital structures and processes and evaluate and utilize new technologies in marketing. In addition to fundamentals of digital tourism marketing, it focuses on search engine marketing, user experience design, social media marketing, mobile marketing, and the connection between digital and real-world experiences. The first part of the book highlights the unique aspects of the internet and integrates them into the customer journey to derive the processes and structure of digital tourism marketing. This empowers readers to assess the conditions under which digital tourism marketing measures take place. The second part outlines ways to optimize websites for search engines and how to advertise through search engines. Part three shows how digital applications can be compared, analyzed, and evaluated in terms of their user experience, with a particular emphasis on website optimization and relaunch processes. The fourth part discusses the use of various social networks concerning different marketing goals, supported by numerous best-practice examples, and introduces the various services and networks. The fifth part sheds light on technological trends related to mobile marketing and the use of digital devices at the vacation destination itself, particularly illustrated through examples from more closed tourist environments such as festivals, amusement parks, cruise ships, and ski resorts. The book concludes with a look at potential future developments in digital tourism marketing.