A cloud computing model for efficient marketing planning in tourism

George Mastorakis, Nikolaos Trihas, Constandinos X. Mavromoustakis, Emmanouil Perakakis, Ioannis Kopanakis

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This article proposes a novel model to optimize e-marketing planning in tourism sector, based on the convergence among interactive digital television, mobile networks and cloud computing systems. The proposed research approach is exploited, towards efficiently facilitating marketers to accomplish optimum e-marketing data analysis and design effective mobile marketing strategies, targeting potential users under a personalized advertising scheme. This model also enables marketers to predict future purchasing patterns and efficiently understand customers' behavior. Collected e-marketing data, revealing customers' preferences, is optimally displayed to marketers, using emerging user-friendly interfaces based on cutting edge web technologies, towards providing an actual mean to automatically customize services for individual market segments in tourism sector. The applicability and usefulness of the system were tested by interviewing a sample of hotel marketing managers, and the findings provide useful practical implications.

Original languageEnglish
Title of host publicationMarketing and Consumer Behavior
Subtitle of host publicationConcepts, Methodologies, Tools, and Applications
PublisherIGI Global
Pages940-955
Number of pages16
Volume2-4
ISBN (Electronic)9781466673588
ISBN (Print)1466673575, 9781466673571
DOIs
Publication statusPublished - 1 Dec 2014

Fingerprint Dive into the research topics of 'A cloud computing model for efficient marketing planning in tourism'. Together they form a unique fingerprint.

  • Cite this

    Mastorakis, G., Trihas, N., Mavromoustakis, C. X., Perakakis, E., & Kopanakis, I. (2014). A cloud computing model for efficient marketing planning in tourism. In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (Vol. 2-4, pp. 940-955). IGI Global. https://doi.org/10.4018/978-1-4666-7357-1.ch043