A Technology Convergence Model Adopted in Tourism Relationship Marketing

摘要

This paper proposes a technology interactivity model that enables the convergence of digital television with network multimedia systems. The proposed research approach is exploited in tourism relationship marketing, providing an efficient mechanism that facilitates marketers to accomplish optimum analysis of marketing data. Results of this analysis may be vital for an effective marketing strategy, targeting customers under a personalized scheme, enhancing their experience with specific brands. For this purpose, data mining methods, such as predictive visual analytics are exploited, towards enabling for an efficient processing of data, collected using the envisaged interactive networking systems. Analyzed data, revealing customers' preferences, is proposed to be optimally displayed to marketers, by utilizing cutting edge web technologies that provide an actual mean to automatically customize services for individual market segments.