SoCoMo marketing for travel and tourism: Empowering co-creation of value

Abstract

Context-based marketing has gained significant attention as advanced technology enables users to amalgamate information from various sources on their mobile devices, personalise their profile through applications and social networks as well as interact dynamically with their context. The information overload, caused by the extreme amount of information available online, has generated a need for more context-relevant information. Tourism marketers are increasingly becoming aware of those cutting-edge Information and Communication Technologies (ICTs) that provide tools to respond more accurately to the context within and around their users. Context-aware marketing uses technologies that recognise the physical environment of their users dynamically. This paper connects different concepts of context-based marketing, social media and personalisation as well as mobile devices. It proposes Social Context Mobile (SoCoMo) marketing as a new concept that will enable marketers to increase value for all stakeholders at the destination. SoCoMo marketing introduces a new paradigm for travel and tourism and will enable tourism organisations and destinations to revolutionise their offering and co-create products and services dynamically with their consumers. A SoCoMo conceptual model is proposed to explore the emerging opportunities and challenges.

Value Creation in Big Data Scenarios: A Literature Survey

“…The generation of insights for new products and services was cited as value creation in 10 papers, representing 58.82% of the total being (Buhalis and Foerste, 2015;Zhou et al, 2015;Chang et al, 2015;Acito and Khatri, 2014;Opresnik and Taisch, 2015;Erevelles et al, 2015;Ziora, 2015;Akter and Wamba, 2016;Mezaour et al, 2014;Fawcett and Waller, 2014). Regarding the cost reduction, it was found that four papers were related to value creation, which represent 23.54% of the total.…”

“…The work of Buhalis and Foerste (2015), for example, say that destination management organizations could revolutionize their o®erings to co-create products and dynamic services to their customers, being the way value is created in their context. Marketing-based actions would seek to dynamically engage users in cocreation through their experiences and based on the optimization of internal and external conditions.…”

Smart turizam – mogućnost primene interneta stvari u savremenom turističkom poslovanju

“…Takođe, Internet se u velikoj meri koristi i kao promotivno sredstvo [8,9]. Savremeni turisti su u potpunosti prihvatili korišćenje online alata i može se reći da je, u transakcijama povezanim sa putovanjima, uloga Interneta dostigla svoj vrhunac [10].…”

Pervasive information gathering and data mining for efficient business administration

“…For instance, new technologies can be used for context-based marketing in order to recognize the physical environment of their customers (Buhalis and Foerste, 2015). In addition Sigala et al (2012) or Ge et al (2013) emphasize the relevance of social media in tourism or its use to achieve strategic marketing goals.…”

“…The analysis of big data from customer social media interaction can be used to extend the customer profile and provide personalized services (Buhalis and Foerste, 2015). A recent study in Spanish hotels pointed out that tourism companies should integrate IT in their marketing to enhance the relation between hotels, service distributors, and travel agencies (Moliner et al, 2014).…”