The role of marketing in the development of digital touchpoints
Paper
Paper/Presentation Title | The role of marketing in the development of digital touchpoints |
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Presentation Type | Paper |
Authors | Dominique-Ferreira, Sergio (Author), Viana, Marta (Author) and Prentice, Catherine (Author) |
Editors | Rocha, Alvaro, Goncalves, Ramiro, Penalvo, Francisco Garcia and Martins, Jose |
Journal or Proceedings Title | Proceedings of the 16th Iberian Conference on Information Systems and Technologies (CISTI 2021) |
ERA Conference ID | 72262 |
Number of Pages | 6 |
Year | 2021 |
Place of Publication | United States |
ISBN | 9789895465910 |
Digital Object Identifier (DOI) | https://doi.org/10.23919/CISTI52073.2021.9476670 |
Web Address (URL) of Paper | https://ieeexplore.ieee.org/document/9476670 |
Conference/Event | 16th Iberian Conference on Information Systems and Technologies (CISTI 2021) |
Iberian Conference on Information Systems and Technologies (CISTI) | |
Event Details | 16th Iberian Conference on Information Systems and Technologies (CISTI 2021) Event Date 23 to end of 26 Jun 2021 Event Location Chaves, Portugal |
Event Details | Iberian Conference on Information Systems and Technologies (CISTI) CISTI |
Abstract | With the advancement of technology in the mobile applications sector, customer's travel experience/journey has undergone several transformations. The use of digital applications in tourism improves the customer journey and consumer engagement. This project aims to develop a digital platform to better respond to customers' needs and travel agencies. A two-step multidimensional approach was applied to achieve this goal. The first step was based on benchmarking and the second step was based on visual identity factors, prototyping, and usability tests. The results indicate that it is possible to build a platform based on marketing principles to answer to the supply and demand needs of the tourism sector. Improvements to the website will include the development of the remaining elements and screens necessary to achieve the final product. |
Keywords | consumer engagement; customer journey; digital applications; touchpoints; website |
ANZSRC Field of Research 2020 | 350799. Strategy, management and organisational behaviour not elsewhere classified |
350699. Marketing not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | Polytechnic Institute of Cavado and Ave, Portugal |
Griffith University | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q7825/the-role-of-marketing-in-the-development-of-digital-touchpoints
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