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Use of E-marketing tools as communication management in the tourism industry
استفاده از ابزارهای بازاریابی الکترونیکی به عنوان مدیریت ارتباطات در صنعت گردشگری-2020 Innovative processes in the tourism industry are usually defined by improving customer services and by investing
in Information and communication technology (ICTs). Tourism companies cooperate with developing
countries and their attractiveness on the international tourism market as well as with communication of the
image concept. New technologies facilitate the availability of tourism services by offering customer-friendly
services. Although the tourism business is considered as a pioneer in the adoption of new technologies, studies
have shown that new technologies often seem be inadequate, and their impact assessment is not systematic. The
aim of this research is to define the potential improvements of the e-marketing within the tourism industry
through the characterization of the importance of tourism innovation, evaluation of the key e-marketing communication
tool preferences from the point of view of the Lithuanian tourism users. Overall, 384 tourists were
surveyed to achieve the research objective. Findings show that e-marketing tools used in the Lithuanian tourism
industry are effective, although, there are strategies that are not fully operational or not used at all. Keywords: Tourism innovations | ICTs | Communications management | E-marketing | Lithuanian tourism industry |
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