Abstract

The ETC/UNWTO Handbook on E-Marketing for Tourism Destinations is the first comprehensive e-marketing handbook for tourism destinations. The all-new 300-page publication is a practical ‘how-to’-manual for tourism destination staff at national, regional and city tourism organisations, designed to help improve e-marketing skills and manage new projects.

The book covers all the basics including website design, search engine optimisation, email marketing, social networking, and e-commerce. It has advice on how to build better content, get distribution of it, use CRM, succeed with online PR, support the travel trade on-territory, and get into mobile marketing. Web analytics, online research methods, and performance measurement get full treatment, and new areas such as digital television are also covered. It also includes over 30 examples of e-marketing in action.

Table of Contents

• Foreword
• Acknowledgements
• How to Use this Handbook
• Executive Summary
• E-marketing for Tourism Destinations – The Big Picture
• Content Is King – How to Build and Manage Content that Convinces the Customer
• Social Networking and User-generated Content (UGC)
• Make a Winning Website – The Keys to Success
• Search Engine Optimisation (SEO) – Getting Better Search Engine Results the ‘Natural’ Way
• How to Acquire and Develop Customers – Marketing Channels and the Use of Customer Relationship Management
• Branding – Project the Essence of the Destination
• E-commerce for Destinations – Turning Enquiries into Sales
• Mobile Marketing – Exploiting the Essential Companion to Everyday Life
• The New Television – Convergence of Media: Interactive TV, Video, Internet and Gaming
• Online Destination Media Relations – How to Gain Online Coverage and Be Ready for a Crisis
• Supporting the Travel Trade in Source Markets
• E-marketing with the Destination’s Tourism Suppliers
• Income Sources for DMOs – Raising Income from Your E-marketing Services
• Measuring Success – Methods for Reporting of E-marketing Activity, and Continuous Measurement of Performance Quality and Outcomes
• Web Analytics – Boost Your Online Impact with Data-driven Optimisation
• How to Manage Your Domain Names – Choosing and Maintaining Domains that Support a Wide Range of E-marketing Activities
• Market Trends
• Glossary and Abbreviations
• List of Figures, List of Tables
• References and Bibliography