Show simple item record

dc.contributor.authorCooper, Mary-Ann
dc.contributor.authorCamprubí, Raquel
dc.contributor.authorKoc, Erdogan
dc.contributor.authorBuckley, Ralf
dc.date.accessioned2021-10-11T06:39:23Z
dc.date.available2021-10-11T06:39:23Z
dc.date.issued2021
dc.identifier.issn2071-1050
dc.identifier.doi10.3390/su131910540
dc.identifier.urihttp://hdl.handle.net/10072/408822
dc.description.abstractOver the past three years, travel agents, enterprises and destinations have switched almost entirely from traditional to digital marketing methods, relying strongly on search engines and social media. They consider these methods as faster, more flexible, financially more efficient, and with wider reach. Most importantly, they provide customer data and feedback, with precise targeting of different messages to different market sectors, with rapid measures of success. This, however, leads to fragmentation of information reaching tourists, which itself affects destination image. This seems unavoidable with continuing competition between platforms; hence, the agents, enterprises and destinations need multichannel marketing. In addition, since most search engines and social media are international, cultural context is a critical component of communications, in style and content as well as language. This may now include multiple sensory detectors and sources, including visual, sound, and haptic. As tourists increasingly garner information independently, travel agents have greater incentives to seek exclusive control over sales of specific products
dc.description.peerreviewedYes
dc.languageen
dc.publisherMDPI AG
dc.relation.ispartofpagefrom10540
dc.relation.ispartofissue19
dc.relation.ispartofjournalSustainability
dc.relation.ispartofvolume13
dc.subject.fieldofresearchMarketing
dc.subject.fieldofresearchMarketing technology
dc.subject.fieldofresearchcode3506
dc.subject.fieldofresearchcode350607
dc.titleDigital Destination Matching: Practices, Priorities and Predictions
dc.typeJournal article
dc.type.descriptionC1 - Articles
dcterms.bibliographicCitationCooper, M-A; Camprubí, R; Koc, E; Buckley, R, Digital Destination Matching: Practices, Priorities and Predictions, Sustainability, 13 (19), pp. 10540
dcterms.licensehttps://creativecommons.org/licenses/by/4.0/
dc.date.updated2021-10-05T01:29:24Z
dc.description.versionVersion of Record (VoR)
gro.rights.copyright© 2021 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
gro.hasfulltextFull Text
gro.griffith.authorBuckley, Ralf


Files in this item

This item appears in the following Collection(s)

  • Journal articles
    Contains articles published by Griffith authors in scholarly journals.

Show simple item record