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Adopting Network Multimedia Systems in Interactive Digital Television: A Strategic Method Towards Enhancing Tourism Relationship Marketing

In: Information and Communication Technologies in Tourism 2013

Author

Listed:
  • George Mastorakis

    (Technological Educational Institute of Crete)

  • Nikolaos Trihas

    (Technological Educational Institute of Crete)

  • Emmanouil Perakakis

    (Technological Educational Institute of Crete)

  • Ioannis Kopanakis

    (Technological Educational Institute of Crete)

Abstract

This paper investigates the convergence of network multimedia and interactive digital television systems and elaborates on a novel research approach that may be adopted in tourism relationship marketing, towards enabling for an efficient process of collecting and analyzing feedback data from tele-viewers. This process may be vital for optimum marketing purposes, targeting customers with a more efficient and effective way and enhancing the experience that they exploit with specific brands. Furthermore, the proposed technology convergence model enables for an efficient analysis of users’ data, collected using the envisaged network systems, by exploiting data mining methods, such as predictive visual analytics. The analyzed data revealing customers’ preferences is proposed to be optimally displayed to marketers, by utilizing cutting edge web technologies that provide an actual mean to automatically customize services for individual customers or market segments.

Suggested Citation

  • George Mastorakis & Nikolaos Trihas & Emmanouil Perakakis & Ioannis Kopanakis, 2013. "Adopting Network Multimedia Systems in Interactive Digital Television: A Strategic Method Towards Enhancing Tourism Relationship Marketing," Springer Books, in: Lorenzo Cantoni & Zheng (Phil) Xiang (ed.), Information and Communication Technologies in Tourism 2013, edition 127, pages 472-482, Springer.
    • Handle: RePEc:spr:sprchp:978-3-642-36309-2_40
    DOI: 10.1007/978-3-642-36309-2_40
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