ABSTRACT
Chapter 15 asserts that e-marketing is becoming the most important way to communicate about destinations. The six main components of DMO e-marketing are identified as content creation, websites, search engine marketing and optimization, social media, apps, and email marketing. Next, each e-marketing component is described in detail. The arrival of big data analysis is reviewed. Measuring the performance of e-marketing is revealed. The history and types of ICT are explained. Statistics are provided on ICT usage. Recent ICT innovations are highlighted as are challenges in applying ICTs. The last topic in Chapter 15 is the steps in effective e-marketing.
