. Exciting Update: ‘Digital Media and Tourism’ is now available in Italian! For our English-speaking readers, the English version will be available in March 2024. Stay tuned and find the Italian version on Amazon https://www.amazon.it/Media-Digitali-Turismo-Comunicazione-Personalizzate/dp/B0CTH461N4/ Read the book description below! . Introduction . The digital era has opened new horizons in the world of tourism, […]
This is Part 8 of a 8-blog posts series “Exploring the Intersection of Artificial Intelligence and Tourist Experiences: Insights into AI-Driven Customization and Its Impact on Tourism”. . 4.2 AI’s Transformative Role in Shaping Tourist Experiences The confluence of AI and tourism is set to redefine the travel landscape, emphasizing personalization, convenience, and immersive virtual […]
In this brilliantly innovative advertising campaign, the creators playfully tackle the obscure nature of Vilnius, the capital of Lithuania, with a delightfully tongue-in-cheek approach that combines humor, nostalgia, and a sense of adventure. Drawing upon the city’s previous promotional campaigns, which daringly labeled Vilnius as “the g-spot of Europe” and playfully subverted the conventional Christmas […]
The tourism industry has always been at the forefront of adopting new technology, seeking ways to enhance and streamline the travel experience. As we continue to dive deeper into the digital age, the scope of technological innovation in tourism has expanded exponentially. This article explores some of the latest developments in technology that are shaping […]
The “Scandi horror flick” advertising campaign for Sweden is a truly innovative and captivating way to draw visitors to the country. In an effort to tap into the popularity of horror and suspense, Visit Sweden has crafted a two-minute horror film that is both frightening and alluring. The film, which can be found on YouTube […]
The advent of digital communication has not eliminated offline channels, that is, traditional communication (newspapers, weeklies, monthlies, guides, radio, TV, etc.), which continue to have their audiences and therefore continue to be important for conveying our tourism messages. An effective strategy in the digital communication era must therefore be able to integrate online and offline […]
Traditional communication, constrained by rigid tools and a poor understanding of the target audience, their needs, passions, uncertainties, and their position in the customer journey, is not very effective in meeting the needs of new tourists who are more skeptical than ever of stimuli sent by traditional and institutional communication, and are also more accustomed […]
According to the UNWTO (World Tourism Organization) [López de Ávila A., 2011], a tourist’s customer journey (the process that characterizes the interaction between consumer and brand, from need to purchase and post-purchase) consists of 5 stages [Fig. 1]: Fig. 1 – The Tourist’s Customer Journey (own elaboration) The Dreaming stage is the most critical phase […]
Using Porter’s classic strategic model, several factors have changed in the digital age, which are essential to understand in order to define an appropriate marketing and communication strategy (Fig. 1). Fig. 1 – Classic Porter’s Model (Author’s elaboration) Indeed, with the advent of the Internet, low-cost flights, and the era of personalized tourist experiences, the […]
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