The Role of Information and Communication Technologies (ICTs) in Marketing Tourism Experiences

Abstract

Purpose

To analyze and discuss the role of ICTs and the emerging trends and issues in marketing tourism experiences.

Methodology/approach

Previous conceptual frameworks are reviewed and key issues and trends are identified as central for ICT-based tourism marketing. Case studies are presented to illustrate how the marketing issues could be translated into practical tourism marketing strategies.

Findings

(1) Based on the literature, a conceptual model that outlines a technology-empowered marketing approach for co-created tourism experiences is presented. (2) The identified key trends in marketing tourism experiences include the changing overall role of marketers, a growth in mobile marketing opportunities, the emergence of smart destinations and their varied implications for marketing. (3) The case studies show the integrated and strategic role of social media platforms, hashtags, photography, location-based geofilters, augmented reality and videography in marketing tourism experiences.

Originality/value

This chapter conceptually outlines the technology-empowered tourism marketing approach and the role of marketers and various other players in tourism experience co-creation. The case studies provide practical implications for ICT-based tourism marketing.

Citation

Yoo, K.-H. and Gretzel, U. (2016), "The Role of Information and Communication Technologies (ICTs) in Marketing Tourism Experiences", Sotiriadis, M. and Gursoy, D. (Ed.) The Handbook of Managing and Marketing Tourism Experiences, Emerald Group Publishing Limited, Leeds, pp. 409-428. https://doi.org/10.1108/978-1-78635-290-320161017