Handbook on e-marketing for tourism destinations / World Tourism Organization and European Travel Commission

Content

E-marketing for tourism destination - the big picture
Content is king - how to build and manage content that convinces the customer
Social networking and user-generated content
Make a winning website - the keys to success
Search engine optimisation (SEO) - getting better search engine results the 'nature' 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 - exposition the essential companion to everyday life
The new television - convergence of media: interactive TV, Video, Internet
Online destination media relations - how to gain online coverage
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 optimization
How to manage your domain names - Choosing and maintaining domains that support a wide range of e-marketing activities
Market trends

Includes bibliographical references