ABSTRACT
This chapter focuses on the functions that digital media play for visitors. It identifies the main components of digital marketing. The chapter explains content creation, and highlights the types of content that destination management organizations (DMO) curate. It discusses the major roles and marketing functions of DMO websites. The chapter outlines the characteristics of effective websites. It also discusses components of digital marketing, including traveller review sites, podcasts, short messaging services, virtual visitor guides and brochures, and big data analysis. The chapter suggests how the performance of DMO digital marketing should be evaluated. It reviews some of the information and communication technologies (ICT), available to travellers, such as global positioning systems, geo-tagging, cashless payment systems and smart cards, Google Trips, e-readers, and wikis. The chapter also explains ICT innovations and their applications for destinations, including augmented reality, virtual reality and artificial intelligence.
