Article

GSTF Journal on Business Review (GBR)

, 3:7

First online:

Open Access This content is freely available online to anyone, anywhere at any time.

Efficient e-Marketing in Tourism through a Novel Customer Relationship Management Model

  • Nikolaos TrihasAffiliated withDepartment of Business Administration, Technological Educational Institute of Crete Email author 
  • , George MastorakisAffiliated withDepartment of Business Administration, Technological Educational Institute of Crete
  • , Emmanouil PerakakisAffiliated withDepartment of Business Administration, Technological Educational Institute of Crete
  • , Ioannis KopanakisAffiliated withDepartment of Business Administration, Technological Educational Institute of Crete

Abstract

This paper proposes an efficient customer relationship management model based on technological convergence of emerging next generation networks, such as interactive digital television and network multimedia systems. The proposed research approach is exploited in tourism sector for effective destination management, enabling for personalized e-marketing strategies and facilitating marketers to accomplish optimum marketing data analysis. The proposed research approach is evaluated for its applicability and usefulness by interviewing a sample of Destination Marketing Organization managers. The findings of this research provide useful practical implications.

Index Terms

Customer relationship management destination management organizations interactive digital television marketing data analysis