Destination Marketing through User Personalised Content (UPC)

Authors: Matloka, J., Buhalis, D.

Publication Date: 01/01/2010

Pages: 519-530

DOI: 10.1007/978-3-211-99407-8_43

Abstract:

The emergence of Social Media has already started revolutionising the tourism industry. User Personalised Content (UPC) appears as a new Web 2.0 form of customised information access and streaming, based on content aggregators and widgets. This study explores emerging opportunities originating from the development of UPC tools for destination marketing and the need for its leveraging. It investigates the range and value of widgets and assesses the potential of UPC for marketing destinations. The findings demonstrate that there is a great opportunity to deliver customised information that addresses personal needs and preferences to travellers. They also imply that in order to advance destination marketing through UPC, destination database should be created and a more systematic and efficient technique of widget search, selection and download shall be developed. Joining these two innovations together allows creation of an Open Global Destination Marketing System (OGDMS) which is suggested as solution to destination marketing challenges.

Source: Scopus