chapter  39
11 Pages

Destination marketing

Approaches to improve productivity in an era of technology disruption
ByYinghua Huang

The latest advances in information and communication technologies have transformed not only travelers’ behavior but also the landscape of destination marketing. This chapter synthesizes existing literature and discusses how destination marketing organizations could improve their marketing productivity in an era of technology disruption. To do so it focuses on three innovative approaches: big data analytics, social-context-mobile (SoCoMo) marketing, and virtual reality/augmented reality marketing. It outlines the advantages of these new approaches and presents relevant literature and real-world cases to illustrate the applications of each approach in destination marketing. The conclusion discusses open issues and future directions for improving marketing productivity.