Seven Pillars of Tourism e-Marketing in Web 2.0 era
Slides for this Lecture: http://goo.gl/pDb3kb
1 Reification of service into products that are adjusted to suit the client. 'Consumption means nothing if it does not mean that some physical things in the end get consumed.' (Douglas 2011, 28)
2 Design logo and backdrop images that are portable across web-site, and social media platforms. Consider all digital assets for easy re-use and portability to a range of channels. This means size in width and height and in quality. Store your text or copywriting in styles suitable for web-pages and for e-brochures. Manage your texts by making them searchable.
3 Company name, slogan and mission statement. On the web, take a quiz tour of travel companies' and tourism ventures' logos and slogans. Where is your company going to be positioned?
4 Knowledge management of cultural content and its enhancement via social content, eg celebrity endorsement see Caughey (1984), or being discussed on-line, that is, trending. Amy Trubek points out that Mary Douglas also shows how the sharing of names 'that have been learnt, distinguished and graded' (Douglas, 2011, 28) cited in Trubek (2000, 50), is also consumption.
5 Campaigns, editorial calendar, campaigns across channels to pull to main channel. Models of engagement for social media. Continuation of self-narrative and trust after Bernstein (1995), dealt with in detail in Mansfield (2001).
6 SEO Toolkit eg Google short url and QR scan codes. Metrics offered by Google stats for page hits or views and how that can feeds back to campaigns.
7 Open all hours, distribution; consider iPlayer as a true incremental. Does that spoil broadcast TV? Models from other media, is there a digital product to sell from your services, virtual tourism? A likely candidate for virtual tourism is a book about the places your tourism company serves. Books can be distributed through Google Play, either at a profit or free, as my book on tourism knowledge and fieldwork, here: http://goo.gl/49n5Gg
Bernstein, J. (1995) Recovering Ethical Life: Jurgen Habermas and the Future of Critical Theory, London, Routledge.
Caughey, J. (1984) Imaginary Social Worlds – A Cultural Approach, Lincoln, University of Nebraska Press.
Douglas, M. (2011) In the Active Voice, Abingdon, Routledge.
Mansfield, C. (2001) 'Identity and Narration in Chris Marker's La Jetée and the Appearance of the Internet as a Symptom of Cold-War Anxiety' in Time, Narrative and the Fixed Image / Temps, Narration et Image Fixe Mireille Ribiere & Jan Baetens (eds) Amsterdam, Rodopi, pp.179-184. ISBN 9042013664 DOI: 10.13140/2.1.3937.0889