FROM E-BUSINESS TO C-COMMERCE: COLLABORATION AND NETWORK CREATION FOR AN E-MARKETING TOURISM STRATEGY

Main Article Content

Androniki Kavoura
Vicky Katsoni

Keywords

networks, c-commerce, private-public sector collaboration, tourism, communication and social media

Abstract

The role of networks has been recently associated with tourism planning. It may lead to a win-win situation for the promotion of a destination, since all parts involved cooperate to promote a uniform and complete tourist experience. Visitors, residents and business organizations who are associated directly or indirectly with a market destination need to develop dynamic relations through co-operation. The paper argues for the necessity of public and private collaboration, an issue that needs to be taken into consideration when networks are created for tourism marketing. National tourism organisations can have a significant role to play in these networks. To this end, the role of social media and information technology is of significance for destination marketing. Incorporation of information and communication technologies and the adoption of c-commerce in a marketing tourism destination strategy may strengthen networks and alliances between the public-private sector for the implementation of a successful tourism development.

Abstract 369 | PDF Downloads 313