Efficient Customer Relationship Management and Novel e-Marketing Strategies in Tourism and Hospitality

Abstract

This paper proposes an efficient customer relationship management framework/model based on technological convergence of emerging next generation networks, such as interactive digital television and network multimedia systems. The proposed research approach is exploited in tourism and hospitality sector for effective destination management, enabling for personalized e-marketing strategies and facilitating marketers to accomplish optimum marketing data analysis. For this scope, a predictive visual analytics process is proposed, concerning the prediction of future trends, based on guests’ behavior. This process encompasses a multi-perspective approach that includes pattern recognition for future purchasing models and predictive modeling for optimum future outcomes related with tourism and hospitality. Marketing data, revealing guests’ preferences, is optimally exposed to marketers, by exploiting cutting edge user-friendly interfaces. Such interfaces were developed, providing an actual mean to automatically customize travel and hospitality services for individual market segments. Keywords-tourism destinations; destination management organizations; customer relationship management; marketing data analysis; interactive digital television