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article series: Marketing tourism online
Communicating Online
Your online communication with customers can be used to shape outcomes in the following circumstances and stages, in relation to a potential tourist's purchase decision and tourism experience. Good communication can:
Build awareness of a product or destination, and reshape existing perceptions;
Generate interest;
Provide information to turn interest into desire;
Transact the actual purchase or series of purchases;
Provide reassurance of a good purchase and offer preparatory information for the actual tourism experience;
Continue to provide information, shape perception, and improve the experience during the tourist's journey;
Aid and deepen memories after the tourism experience;
Build upon your relationship to your customer, to add value for both you and the tourist; and
Encourage referrals and generate repeat business.
more: taken from the article
Marketing tourism online, part one: The Basics
New markets, new opportunies, new tools...
Many tourism organizations are already benefitting from increased exposure and the ability to market internationally by building a website. Yet the Internet and new communications technologies are more than just new delivery vehicles for product and contact information—they are restructuring the tourism industry and our societies themselves.
You can turn to Leave Home to help you understand the changes and opportunities presented by these new technologies, and to create new communication tools that meet your specific needs, serve your customers, and make good use of your resources.
websites
email newsletters
interactive brochures
video/photo presentation materials
travel souvenirs
mobile device content
Websites
A visually compelling website with a targeted design and message will capture your customer's attention and help them to imagine themselves traveling to your destinations. Timely, comprehensive, and accurate information, presented clearly, will earn you their trust. Smart, responsive communication, facilitated by email and the Web, will make the sale. Leave Home designs websites that help our clients to:
Deliver targeted and customized information to website visitors, and provide flexible browsing options;
Bring to life destinations and products with vibrant graphics, photo slideshows, virtual tours, video, and written descriptions;
Develop customer relationships, collect customer data, and make sales using inquiry and reservation forms, electronic postcards, and online payment options;
Use search engine optimization, link partnering, article banks, and other online resources to attract visitors to your site;
Manage and update your site using Web-based content management tools; and
Monitor access, collect data, and optimize visitor experience by understanding and analyzing site access logs.
[ Leave Home advocates and uses free, Open Source software programming solutions for content management, and Web server technology. ]
Email newsletters
Opt-in email newsletters benefit both the tourism marketer and their customers when they offer something of interest and real value to the subscriber. An email marketing campaign can be a powerful tool for winning new or repeat business and gaining customer referrals. Leave Home helps clients to develop newsletter content and create email campaigns which:
Inform subscribers of new reasons to visit your website;
Educate subscribers about your products and destinations to stimulate demand;
Solicit customer referrals and forwards of the newsletter;
Reward referrals by coordinating newsletter content with sales promotions;
Create a sense of shared experience among past customers; and
Deliver rich Web content to subscribers, with options for plain text versions.
