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Designing an advanced system for destination management: a case study of Northern Indiana

Yeongbae Choe (University of Macau, Macao SAR, China)
Daniel R. Fesenmaier (Modul University Vienna, Vienna, Austria)

Industrial Management & Data Systems

ISSN: 0263-5577

Article publication date: 12 November 2020

Issue publication date: 7 June 2021

303

Abstract

Purpose

The purpose of this paper is to describe the core of an advanced destination management system, which uses a series of data matching techniques and business analytics.

Design/methodology/approach

This study first proposes the conceptual framework for an advanced destination management system and then illustrates the core components of the proposed system using real-world data from Northern Indiana. In this study, search interests, devices used and other forms of website use derived from online clickstream data were merged with visitor demographic and tripographic information obtained from an online survey to develop an analytic model used to describe the core market structure.

Findings

Key demographic factors (e.g. gender, age and income), search interests, referred websites, the number of total sessions, temporal aspects and spatial aspects of visitor travel provide essential information defining the structure and dynamics of the visitor marketing in Northern Indiana.

Originality/value

The process and data used in this study provide a “proof of concept” for developing highly personalized marketing systems, which can substantially improve the competitiveness of a destination management organization.

Keywords

Acknowledgements

The authors wish to recognize the Northern Indiana Tourism Association for their financial support of the initial data collection effort.

Citation

Choe, Y. and Fesenmaier, D.R. (2021), "Designing an advanced system for destination management: a case study of Northern Indiana", Industrial Management & Data Systems, Vol. 121 No. 6, pp. 1167-1190. https://doi.org/10.1108/IMDS-02-2020-0063

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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