Relevant bibliographies by topics / CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION'

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Published: 24 April 2022

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Journal articles on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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Zehrer, Anita, and Alice Grabmüller. "Social media marketing in tourism education." Journal of Vacation Marketing 18, no. 3 (July 2012): 221–28. http://dx.doi.org/10.1177/1356766712449368.

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Information and communication technology has increasingly gained importance in marketing of the tourism and travel industry. Social media have literally become an integral part of the society and as such have gained increasing interest beyond industries such as tourism. In higher education, we have seen a trend towards a rather slow adaptation of new technologies for instance in online instruction; however, the opportunities for creating and sharing knowledge in an education context should not be neglected. Social network sites are the fastest growing and most popular of the Internet-based technologies; recent statistics show that many Facebook users are students and that a great deal of communication between students happens online. This article investigates a higher educational institution in Austria, which actively links with their students on a social network site for marketing purposes, presents its development and provides the results of an online user survey. Results indicate that among social network sites, Facebook is the most popular site students use; however, they spend more time observing than actually posting content.
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Smith, Victoria Louise, and Xavier Font. "Marketing and communication of responsibility in volunteer tourism." Worldwide Hospitality and Tourism Themes 7, no. 2 (April 13, 2015): 159–80. http://dx.doi.org/10.1108/whatt-12-2014-0050.

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Purpose – The purpose of this paper is to test whether volunteer tourism organisations are prepared to learn from feedback on the quality of their responsibility communications, and consider whether analysis and communication of results can influence market improvement. Design/methodology/approach – A purposive sample of five influential website pages of eight volunteer tourism organisations are scored across 19 responsible voluntourism criteria, and compared against the results of two years previously. Findings – The authors report mixed results on how communicating results has encouraged change and industry improvement in responsibility, based on previous research that showed responsibility to be communicated inconsistently at best, potentially greenwashing at worst, across organisations, product types and responsible values. Research limitations/implications – The paper applies sustainability marketing literature to explain the changes in responsibility communication performance using an innovative tool to benchmark and audit responsibility in online marketing content and providing insight into how best practice marketing necessitates responsible operations. This paper considers whether and how, when presented with evidence, organisations choose to improve for a more responsible voluntourism offer. Originality/value – The paper is original in providing a practical, industry-informed analysis of the reasons why volunteer operators communicate in the way they do, and the ability to influence their communications to be more reliable, in the context of increased criticism for shallow volunteering. This experiment allows industry associations and lobby groups to influence industry practice based on the evidence that improved communications are possible when specific, tailored advice is provided.
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V. Frolova, Elena, Olga V. Rogach, and Tatyana M. Ryabova. "TOURISM ATTRACTION IN RUSSIAN REGIONS IN CYBERSPACE: NEW TENDENCIES OF TOURISM MEDIA MARKETING." Humanities & Social Sciences Reviews 7, no. 4 (October 3, 2019): 857–62. http://dx.doi.org/10.18510/hssr.2019.74114.

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Purpose of Study: The present study was aimed at investigating the characteristics of tourist media content in cyberspace. The characteristics regarding the reflection and survey of tourist attractions in the Russian regions were also analyzed. Methodology: Data on the empirical research field was collected through tourist feedback on the Internet, as well as other social studies studied the wide-ranging relationship of users with media space. Visual media and contemporary time were identified among the most well-known sources of information about services and tourist facilities. Available sentiments with a variety of information available in cyberspace included: inclusive communication, comprehensiveness, pragmatism and using literal communication and providing easy access. Result: In this paper, the outcomes of the outlook for tourism advancement by the help of the media were also discussed. Tourism media, as well as the expansion flow and evolution regarding receiving and construction and increasing the information to respond to the key questions of the development of the tourism industry, were studied such as infrastructure equipment and services and the potential of the tourist industry. The content of cyber media was found to be helpful in consolidating the issues and modes and practical cases of various tourist groups, as well as representing the expectations and interests of tourism industry consumers. The popularity of media content has created vast opportunities for creators and users of information including personalization of demands, flexible communication, and the feasibility of introducing characters by presenting in virtual online space about the time spent on holidays.
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V. Frolova, Elena, Olga V. Rogach, and Tatyana M. Ryabova. "TOURISM ATTRACTION IN RUSSIAN REGIONS IN CYBERSPACE: NEW TENDENCIES OF TOURISM MEDIA MARKETING." Humanities & Social Sciences Reviews 7, no. 4 (October 12, 2019): 1313–18. http://dx.doi.org/10.18510/hssr.2019.74182.

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Purpose: The present study was aimed at investigating the characteristics of tourist media content in cyberspace. The characteristics regarding the reflection and survey of tourist attractions in the Russian regions were also analyzed. Methodology: Data on the empirical research field was collected through tourist feedback on the Internet, as well as other social studies studied the wide-ranging relationship of users with media space. Visual media and contemporary time were identified among the most well-known sources of information about services and tourist facilities. Available sentiments with a variety of information available in cyberspace included: inclusive communication, comprehensiveness, pragmatism and using literal communication and providing easy access. In this paper, the outcomes of the outlook for tourism advancement by the help of the media were also discussed. Result: Tourism media, as well as the expansion flow and evolution regarding receiving and construction and increasing the information to respond to the key questions of the development of the tourism industry, were studied such as infrastructure equipment and services and the potential of the tourist industry. The content of cyber media was found to be helpful in consolidating the issues and modes and practical cases of various tourist groups, as well as representing the expectations and interests of tourism industry consumers. The popularity of media content has created vast opportunities for creators and users of information including personalization of demands, flexible communication, and the feasibility of introducing characters by presenting in virtual online space about the time spent on holidays. Applications: This research can be used for the universities, teachers and education students. Novelty/Originality: In this research, the model of the tourist attraction in Russian regions in cyberspace: new tendencies of tourism media marketing is presented in a comprehensive and complete manner.
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Irimiás, Anna, and Serena Volo. "A netnography of war heritage sites’ online narratives: user-generated content and destination marketing organizations communication at comparison." International Journal of Culture, Tourism and Hospitality Research 12, no. 1 (March 5, 2018): 159–72. http://dx.doi.org/10.1108/ijcthr-07-2017-0079.

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Purpose The aim of this paper is twofold: to provide empirical evidence of the knowledge-sharing process within virtual communities interested in war heritage sites and to compare user-generated content (UGC) in virtual communities with destinations’ official communication about war heritage sites to identify, original and consumer-oriented narratives. Design/methodology/approach This study uses field research to investigate selected war heritage sites and to assess the destinations’ on-site communication; in-depth interviews to learn about the destination marketing organizations’ approaches to communication; and netnography with content analysis of text and pictures to evaluate the online knowledge shared within virtual communities on the investigated war heritage sites. A comparison between users-generated content and official destination management organizations’ (DMOs) communication was carried out. Findings The results show that the destinations under investigation have invested significantly to develop war heritage tourism, but they still struggle to attract tourists. The comparison between DMOs communication narratives and users-generated content shows that DMOs fail to use emotional involvement and accurate historic knowledge which seems to be at the basis of UGC narratives. Indeed, history passionates posts, pictures, comments and exchanges are emotionally engaging and DMOs could benefit from the user-generated content approach to improve institutional communication on war heritage sites. Research limitations/implications Further studies could survey history passionates, both online and offline, as to better explore the relationship between contributing to virtual communities’ content and visitation patterns of war heritage sites. Incorporating more emotionally engaging narratives, DMOs could enhance their communication and create virtual spaces where knowledgeable tourists can share information and experiences. Originality/value This paper contributes to the understanding of online knowledge sharing in the context of war heritage tourism. The comparison between UGC in virtual communities and official destinations’ narratives shows the potential of spontaneous knowledge sharing versus structured online communication and how the latter could benefit UGC.
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Mele, Emanuele, and Katharina Lobinger. "A Framework to Analyze Cultural Values in Online Tourism Visuals of European Destinations." International Journal of Semiotics and Visual Rhetoric 2, no. 2 (July 2018): 41–56. http://dx.doi.org/10.4018/ijsvr.2018070103.

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Images play a crucial role in inspiring and informing travelers throughout the tourism experience. Due to this, destination management/marketing organizations (DMOs) do their best to provide visually rich websites and mobile applications. Among the factors guiding online communication choices, cultural values influence the selection and use of website design and multimedia contents. While several strategies are available to measure cultural values offline and online, so far, no consistent framework has accounted for the visual style of cultural categories in the tourism domain, especially within the European context. Addressing this research gap, the aim of this article is to propose a framework for the visual analysis of cultural values in the context of European destinations, also discussing the relation among values, visual content and visual style. The final model results from the combination of existing theories of visual semiotics and cross-cultural communication with bottom-up data from the semiotic analysis of 95 pictures from UK and Portuguese DMO websites.
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Kang, Sun J., Jason A. Rice, Marion E. Hambrick, and Chulhwan Choi. "CrossFit across Three Platforms: Using Social Media to Navigate Niche Sport Challenges." Physical Culture and Sport. Studies and Research 81, no. 1 (March 1, 2019): 36–46. http://dx.doi.org/10.2478/pcssr-2019-0004.

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AbstractNiche sports have limited opportunities to promote their sport offerings via traditional communication channels and may rely upon alternatives such as social media to accomplish their marketing goals (Puchan, 2004). Williams and Chinn (2010) developed a relationship marketing conceptual framework to examine social media usage and marketing within a sports context. This study used the framework with the burgeoning sport of CrossFit and examined three primary organizational relationship-marketing activities: (a) Information, (b) Interaction, and (c) Promotion. The purpose of this study was to investigate the use of social media by key members of the CrossFit community. The study addressed the following research questions: RQ1. What are the usage categories similarities and differences observed across the social media platforms? RQ2. What are the group usage similarities and differences observed across the social media platforms? and RQ3. What are the group usage similarities and differences observed across the usage categories? A content analysis of 5,565 Twitter, Facebook, and YouTube messages was used to explore these activities. The CrossFit social media users—CrossFit Games, regions, boxes, athletes, and sponsors—used the platforms primarily to provide information about the sport and interact with the community, while promotion was employed less frequently. CrossFit and other niche sports can use social media to provide information and build community within their sports, before attempting to create online communities and promote their products.
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Scholl-Grissemann, Ursula, Mike Peters, and Karin Teichmann. "When Climate-Induced Change Reaches Social Media: How Realistic Travel Expectations Shape Consumers’ Attitudes toward the Destination." Journal of Travel Research 59, no. 8 (November 18, 2019): 1413–29. http://dx.doi.org/10.1177/0047287519883036.

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The Web 2.0 has significantly changed how consumers plan for and book trips. For example, online content showing climate-induced, unfavorable conditions at a destination might influence overall attitudes toward that destination. Two experimental studies confirm that when consumers learn of unfavorable conditions in a destination (e.g., snow deficiency) through online content, they develop more realistic travel expectations and ultimately more positive attitudes toward the destination, compared with when they review online content that ignores the unfavorable conditions. In addition, user-generated content influences the mediating effect of realistic expectations on the relationship between climate-induced, unfavorable conditions at a destination and attitudes toward the destination, whereas DMO-generated content does not. Implications underline the importance of realistic destination marketing communication strategies. The study contributes to the understanding of consumer response to realistic social media content in tourism.
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Nazarenko, Olga. "Prospects for development of inbound tourism in Ukraine with using of digital marketing tools." Socio-Economic Research Bulletin, no. 3-4(74-75) (October 27, 2020): 205–19. http://dx.doi.org/10.33987/vsed.3-4(74-75).2020.205-219.

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The article considers the issues of theory and practice of digital marketing to solve the problems of the tourism business. It is shown that the use of online marketing tools is a necessary condition for the successful development of tourism enterprises. The current state, problems and prospects of development of tourist services market of Ukraine are analyzed. It was found that the priority directions are the development of both inbound and domestic tourism, which are important factors in improving of life quality in Ukraine, creating additional jobs, replenishing the foreign exchange reserves of the state and improving the brand image of Ukraine in the international arena. It has been determined that the strategy of inbound tourism development should provide for the use of a structural and functional method that allows combining various components of the tourism industry and its infrastructure. The main problems that hinder the development of the tourism industry in the country and require further solutions are considered. It is proved that it is possible to stimulate the development of inbound tourism possibly by improving the information and technical infrastructure, improving the service quality, and development of international tourist routes. According to the results of the study, it is proposed ways to increase the subscriber base, create valuable and relevant content for customers, personalize communication with customers and automate this process, as well as formulate recommendations for turning a new customer into a loyal one. It is proved that there are all prerequisites for the tourism sphere development in Ukraine, since Ukraine has significant recreational potential: favorable geographical location, favorable climatic conditions, varied relief, an extensive transport network and preserved monuments of cultural heritage.
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Daries, Natalia, Eduard Cristobal-Fransi, and Berta Ferrer-Rosell. "Implementation of Website Marketing Strategies in Sports Tourism: Analysis of the Online Presence and E-Commerce of Golf Courses." Journal of Theoretical and Applied Electronic Commerce Research 16, no. 3 (December 9, 2020): 542–61. http://dx.doi.org/10.3390/jtaer16030033.

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As a sports activity with immense tradition, current offerings and future prospects, golfing represents a first-rate tourist resource. In choosing golfing destinations, tourists rely upon information that is available online, just as consumers do in making decisions about any resource. Thus, in our study, we sought to profile the internet presence of golf courses in Catalonia, as well as the maturity of their e-commerce. To that end, we developed an integrated model for analysing the websites of golf courses: one based on web content analysis and structured with four dimensions (i.e., information, communication, e-commerce and additional functions) and the phases of the extended model of internet commerce adoption (eMICA). Applied to all golf courses in Catalonia that operate websites, the model revealed that, despite the sport’s great importance to the local economy and tourism, the golf courses do not have an adequate online presence or sufficient platforms for communication. The present work includes information on its theoretical contribution, implications for management, limitations and future lines of research.
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Dissertations / Theses on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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Claesson, Amanda, and Albin Jonsson. "The Confusion of Content Marketing : a study to clarify the key dimensions of content marketing." Thesis, Högskolan Kristianstad, Sektionen för hälsa och samhälle, 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:hkr:diva-16932.

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Content marketing is a popular marketing strategy, which has increased significantly during the last years. The term content marketing is new but companies have been working with parts of the strategy for decades. The new digital era changed the communication from a one-way to a two-way communica- tion. Customers now have a demand for relevant content that is valuable for them. The purpose of this dissertation is to develop an understanding of this marketing strategy, and clarify the key dimensions that distinguish content marketing from other marketing strategies. This thesis rests on a realistic philosophy with an abductive approach. Based on previous research different definitions of the marketing strategy are used to develop a model of the key dimensions of content marketing. A qualitative data collection with semi-structured interviews is performed on seven participants in order to explore what is seen as important aspects, and to gather new insight about the unclear marketing strategy. The findings indicate a differentiation between companies, but there is a consensus of the most im- portant aspects. Findings of how the strategy is done results in a new model, and a new definition of the marketing strategy. Suggestions for further research include examining how companies measure con- tent marketing. The results contribute with a clarification and further description of what content marketing is, and the most important aspects to consider when working with the strategy. The results of this study are useful as a guideline for people starting to work with content marketing, with the aim to understand the market- ing strategy.
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Ramini, Emile, and Pontus Johansson. "Content Marketing : varumärkesbyggnad inom modebranschen." Thesis, Högskolan i Borås, Akademin för textil, teknik och ekonomi, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:hb:diva-14584.

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Digitaliseringen har öppnat upp hela världen som konkurrensfält för modevarumärken. Alltsåkan det vara ännu svårare att nå fram och väcka intresse på grund av nya digitala kanaler som företag kan använda i sin marknadskommunikation. Trots den stora möjligheten att nå ut tillkunderna, är det fortfarande svårt att synas och skapa engagemang. Det är både en konst och en vetenskap att bygga ett varumärke och det kräver noggrann planering, en kreativ och väl genomförd marknadsföring och ett långsiktigt engagemang. Idag har det blivit något som är avgörande för vilket modernt företag som helst. Ett varumärkes betydelse och värde för ett företag kan urskiljas från de marknadsfördelar som varumärket skapat. En strategisk tillgång som marknadsförs i egna eller köpta kanaler, som görs tillgänglig på egen plattform och syftet är att påverka ett beteende som leder till affärsnytta, ökad varumärkeskännedom samt stärka kundlojalitet. Content marketing är utmanande och det krävs mycket resurser och ansträngning för att kunna skapa bra content som bidrar till engagemang, delningar och försäljning. På en marknad med hög konkurrens räcker det inte bara att producera content, det krävs att få det att stå ut genom att göra det hjälpsamt och autentiskt. Om content i slutändan inte syns av den tänkta målgruppen har företaget slösat tid och pengar till ingen nytta. Istället för att använda content för att engagera sin publik och lyssna på vad dem har att säga, produceras content idag för att upprätthålla företagets redaktionella planering. Att endast skapa content för contents skull bidrar inte till trafikökning och får inte kunder att vilja köpa en produkt. Denna uppsats är en kvalitativ fallstudie om varumärkesbyggande, som avser att studera hur content marketing används för att bygga varumärken, i modebranschen. Studien visar hur fallföretaget ger exempel på hur modeföretag kan jobba med content marketing för att bygga varumärken. Studien visar även vad för typ av content som produceras i olika former för olika kanaler. För att bygga ett lyckat varumärke genom content marketing är det viktigt att skapa en personlig och känslomässig länk mellan varumärket och publiken. Det är även viktigt att ha en röd tråd i sitt budskap som ska ligga i linje med vad varumärket och företaget står för. Ett lyckat varumärke behöver vara konsekvent med sin content, och följa en röd tråd som människor kan relatera till samt känna igen. Dessutom är det viktigt att skaparelevant content som publiken ständigt efterfrågar. Modeföretag kan dra stor nytta av storytelling på flera plan i sin content marketing, hur de berättar om företagets historia och dess värderingar, hur de beskriver sina produkter och hur de berättar berättelser om sinakunder. Det storytelling kan bidra med inom content marketing är att skapa den känslomässiga länken mellan varumärket och dess publik. Företagets publik attraheras av berättelser och karaktärer som de kan relatera till, och fokus läggs istället på berättelsens budskap snarare än på företaget. Vår fallstudie undersöker ett modeföretag från Göteborg där fallföretaget endast är ett exempel på hur det kan se ut. Studien bygger på insamlad teori inom områdena marknadskommunikation, varumärkesbyggande och content marketing som sedan ihop med det empiriska materialet från de netnografiska fältobservationer och den semistrukturerade intervjun som genomförts vävs samman i en diskussion.
The digitalization has opened up the whole world as a competitive market for fashion brands. Thus, it may be even more difficult to reach and raise interest because of new digital channels that companies can use in their market communication. Despite the great opportunity of reaching out to customers, it is still difficult to perceive and create engagement. It is both an art and a science to build a brand and it requires careful planning, creative and well-run marketing and long-term commitment. Today, it has become something that is crucial to any modern business. The significance and value of a brand can be distinguished from the market benefits that the brand has created. A strategic asset marketed in own or purchased channels, made available on its own platform, is aimed at influencing behavior that leads to business benefits, increased brand awareness and strengthening customer loyalty. Content marketing is challenging and it requires a lot of resources and effort to create good content that contributes to engagement, sharing and sales. In a market with high competition, it is not enough to just produce content, it is necessary to make it stand out by making it helpful and authentic. If content is not seen by the intended audience, the company will have wasted it’s time and money with no revenue. Instead of using content to engage their audience and listen to what they have to say, today content is produced to maintain the company's editorial planning. Creating content just for the purpose of creating content alone does not give traffic and does not make customers buy products. This study is a qualitative case study on branding, which aims to study how content marketing is used to build brands, in the fashion industry. The study shows how the case company provides examples of how fashion companies can work with content marketing to build brands. The study also shows what kind of content is produced in different forms for different channels. To build a successful brand through content marketing, it is important to create a personal and emotional link between the brand and the audience. It is also important to have a silver thread in its message that should be in line with what the brand and the company stands for. A successful brand needs to be consistent with its content, and follow a silver thread that people can relate to and recognize. In addition, it is important to create relevant content that the audience is constantly asking for. Fashion companies can benefit from storytelling on multiple levels in their content marketing, how they tell about the company's history and its values, how they describe their products and how they tell stories about their customers. The way storytelling can contribute in content marketing is to create the emotional link between the brand and its audience. The company’s audience is attracted to stories and characters that they can relate to, focusing instead on the story’s message rather than on the company. Our case study is written in Swedish and investigates a fashion company from Gothenburg where the case company is just an example of how the industry works when it comes to building a brand via content marketing. The study is based on a collected theory in the fields of market communication, brand building and content marketing, which together with the empirical material from the netnographic field observations and the semi-structured interview weighed together are intertwined in a discussion.
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Debiasi, Sara. "Content Marketing: Attirare Clienti Online con i Contenuti." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2020. http://amslaurea.unibo.it/22205/.

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Il content marketing è una branca del marketing che prevede la condivisione di contenuti di valore per attirare nuovi clienti. Questa tecnica di marketing vede particolare utilizzo ai giorni nostri, con social network e blog. Questa tesi si propone di affrontare l’argomento del content marketing, spiegando in cosa si differenzia dal marketing tradizionale, di cosa si tratta e come applicarlo, per arrivare alla fine all’esposizione di un caso studio. Nel primo capitolo si discute il passaggio dal marketing tradizionale al content marketing. In questa prima parte si discute anche dell’inbound marketing e delle sue diverse fasi atte ad attirare clienti di qualità. Nel secondo capitolo si discute più a fondo del concetto di content marketing, dandone una definizione chiara e spiegando l’importanza e le possibilità che scaturiscono dalla sua applicazione. Successivamente si illustra la nascita di questa metodologia, per arrivare agli strumenti utilizzati oggi. Nel terzo capitolo si illustrano i passi da seguire per sviluppare una strategia di content marketing. Si presentano una serie di metodologie e di strumenti adatti allo sviluppo, alla creazione e al monitoraggio di una strategia nel tempo, illustrando attività complementari necessarie alla riuscita di una strategia di content marketing. Nel quarto capitolo si analizza la strategia di content marketing di Airbnb. Si illustrerà la metodologia adottata dall’azienda e si analizzeranno il sito web e i social network. Questo caso permetterà di vedere applicati i concetti illustrati in precedenza. Nel quinto capitolo si discuterà del caso studio trattato, individuando possibili lacune e ambiti di miglioramento, e notando come sono state applicate le metodologie illustrate precedentemente. Si identificheranno inoltre novità rispetto a quanto trattato. Infine si illustreranno le conclusioni e considerazioni tratte dal lavoro svolto. Queste porteranno a dare un giudizio personale sull’attività di content marketing.
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Barbro, Patrick A. "Content and Context: Consumer Interactions with Digital Decision Aids." Diss., Temple University Libraries, 2015. http://cdm16002.contentdm.oclc.org/cdm/ref/collection/p245801coll10/id/332469.

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Business Administration/Marketing
Ph.D.
Through four essays, this dissertation contributes to the body of marketing literature by advancing understanding of consumer interactions with digital decision aids. Different aspects of the content contained within digital decision aids are explored in several contexts. First, the drivers of consumer interactivity in an online review community are examined and it is found that violations of community norms are an important factor in stimulating consumer action. Second, a tool is developed to facilitate the normalization of online review content across languages. Next, elements of language and national culture are investigated to determine their influence on consumer reviews in an international context. It is found that cultural biases play an important role in the relative verbosity, valence, and helpfulness of online reviews across countries. Lastly, the role of images in digital decision aids is considered and it is found that image type and perspective can influence consumer product evaluation. In sum, the influence that content and context have on consumer interactions with digital decision aids is clearly demonstrated through a diverse yet intertwined set of studies.
Temple University--Theses
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Lundqvist, Emma, and Fredrika Bergh. "Vem kan skapa innehåll? : En kvalitativ studie om innehållsmarknadsföringens syfte." Thesis, Södertörns högskola, Institutionen för samhällsvetenskaper, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-30004.

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Background: Content marketing has become a more commonly used strategy when marketers want to convey a message to consumers. Problem discussion: The scientific definition of content marketing is vague and it varies in between users. This makes it difficult for the practitioners who use content marketing as a strategy, that what it is that they are actually creating is content marketing. Questions: How does marketers/practitioners perceive content marketing? How do marketers/practitioners use content marketing? Aim: The aim is to analyse and determine the marketers/practitioners perceived notion of content marketing is and how he or she uses it. Method: The study has a qualitative research point of view.When collecting the data for the study, semi-structured interviews where chosen as the method most fitting for the purpose of the study. The collected data was then analysed within the frames of the research questions. Conclusion: With the result of the study one can conclude that there is no universal view of content marketing within the group of practitioners that were interviewed. There are though many similarities of how they perceive content marketing. The practitioners all agreed that content marketing should be distributed through owned digital channels. The content itself should be in an editorial context, and should both create value and be captivating to reader. It should not be in immediate association to the product or the service that the company provide. Content marketing should not be perceived by the reader or user as advertising activities, once it is it has lost its value and should not be called content marketing. A need for a concrete definition does not seem to exist among marketing managers. Marketing managers considers content marketing to be free insofar that it is up to each marketer to determine how content marketing should be practised.
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Jakešová, Nina. "Content Marketing via Online Media in Interior Design Market." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-264523.

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This work aims to provide an overview of current knowledge in the field of content marketing. Based on that, it defines key requirements for successful content marketing via online media. The system can be further used for creating or re defining content marketing for any company that wishes to effectively attract and retain their customers by providing them with valuable information. In the practical part, the thesis discusses the case of Insidecor, a company providing a web portal that showcases interior design products and inspiration available on Czech market. Based on the theoretical knowledge, description of the company's business, market situation and primary research, the thesis proposes key areas for improvement of the company's content marketing initiative.
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Jelen, Ladislav. "Obsahový marketing prostřednictvím Youtube kanálu a jeho efektivita." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-205075.

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The aim of the thesis is to compare the effectiveness of selected tools of content marketing in environment of Youtube server. The theoretical part puts content marketing in environment of Youtube to the wider framework of tools this way communicating with customers. It also clarifies the importance of marketing strategy, which includes communication with consumers that is not strained. Conclusion of this section summarizes the tools that allow work with content on Youtube. The practical part contains a comparison of these instruments, with emphasis on the success of content in terms of the numbers of views. This is supplemented by a comparison of the effectiveness of Pre-Roll adverts and videos made by successful authors. This comparison takes in consideration the average time of watching, compared with data about skipping commercials.
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Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.

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The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Finally, the online Inbound Marketing strategy solution is introduced to be implemented by GameLeader, s.r.o. company.
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Horecká, Ivana. "Online Marketing Trends." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204065.

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This thesis deals with online marketing trends. Its main goal is to define the latest online marketing trends, create a website with the free online marketing trends, and analyse their effectiveness. The theoretical part brings a thorough description of the latest online marketing trends. Moreover, it provides an insight into the latest trends in the website development. The chosen online marketing trends defined in the theoretical part are subsequently applied on a newly created website. All the steps taken throughout the process of creating the website together with the application of the latest trends are described in the practical part. The website is created gradually in the course of writing this thesis and only free online marketing tools are applied on this website. The effectiveness of the chosen online marketing trends is monitored and consequently analysed. The recommendations resulting from the analysis are provided at the end of the practical part. This thesis might serve as a guide for those who wish to create a website with the latest online marketing trends.
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Khan, M. (Md). "Impact of digital content marketing (DCM) on customers’ online purchasing behavior." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201905081642.

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Abstract. This study aims to understand how digital contents are acting as a motivating factor to influence on customers online purchasing behavior as well as online purchasing process. More clearly this study will understand and analyze the phenomenon closely on how digital contents are influencing customers into customers five stages of the online purchasing process. The theoretical framework is formed during the study which is based on the findings of previous researches related to digital content marketing and online purchasing behavior. The research is conducted on the qualitative method where semi-structured interview is applied for data collection. The target age group for data collection is 25 to 34 who purchase mostly electronic products from the online marketplace. The empirical analysis is done based on abductive reasoning approach. The finding of the study shows that digital contents affect on customers online purchasing process. The research also found that the right structure and strategy should be applied to create and distribute digital content which engages customers towards digital contents and motivate them to rely on digital contents into the online purchasing decision-making process. Finally, the study showed theoretical contributions, managerial implications, and suggestions for further research regarding digital contents.
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Books on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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Marketing communications: Interactivity, communities, and content. 5th ed. Harlow, England: Prentice Hall/ Financial Times, 2009.

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Latino link: Building brands online with Hispanic communities and content. Ithaca, NY: Paramount Market Publishing, 2011.

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Content is king: Writing and editing online. Oxford: Elsevier Butterworth-Heinemann, 2005.

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Sharon, Tanton, ed. Valuable content marketing: How to make quality content the key to your business success. London: Kogan Page, 2012.

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Content marketing: Think like a publisher-- how to use content to market online and in social media. Indianapolis: Que, 2012.

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Lammenett, Erwin. TYPO3-Online-Marketing-Guide: Affiliate- und E-Mail-Marketing, Keyword-Advertising, Suchmaschinen-Optimierung mit TYPO3. Wiesbaden: Gabler, 2007.

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Make your web site work for you: How to convert your online content into profits. New York: McGraw-Hill, 2000.

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Bô, Daniel. Brand content: Comment les marques se transforment en médias. Paris: Dunod, 2009.

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Mathewson, James. Audience, relevance, and search: Targeting Web audiences with relevant content. Upper Saddle River, NJ: IBM Press/Pearson, 2010.

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Frank, Donatone, and Fishel Cynthia, eds. Audience, relevance, and search: Targeting Web audiences with relevant content. Upper Saddle River, NJ: IBM Press, 2010.

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Book chapters on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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Garbani-Nerini, Elide, Elena Marchiori, Rossella Reale, and Lorenzo Cantoni. "Understanding Preferences in Tourism Email Marketing." In Information and Communication Technologies in Tourism 2022, 382–94. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_34.

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AbstractNowadays, advanced tools allow the personalization of email communication with tourism clients or prospects based on explicit (e.g. name, age, language, country) and implicit indicators (e.g. ranking of activity in the opening rate of the newsletter, browsing preferences, online preferences provided by cookies, etc.). However, knowing how audiences react to emails allows Destination Marketing Organizations (DMOs) to create content clusters for personalized communication. The purpose of this study is to empirically investigate the preferences on tourism email marketing of different audiences based on a specific explicit indicator, namely the language chosen by users to receive communications by a DMO. A content analysis on a longitudinal dataset based on 131 newsletter messages sent between 2018 and 2021 to more than 50′000 contacts by a DMO in Switzerland was performed. Results show that content should be adapted to different audiences speaking different languages instead of providing just a translation. Specifically, the German-speaking audience seems to be more inclined to messages that focus on winter sports and hiking, the Italian-speaking audience to news about hiking and information on COVID-19, the French-speaking audience to news about promotions, while the English-speaking audience to contents on discounts and COVID-19-related. These results provide an important contribution to studies on tourism personalization of communication in the context of email marketing, suggesting the role of content adaptation according to the language and cultural background of the audience. DMO managers can also benefit from this research in understanding how to address a similar study on their datasets and compare the emerged content clusters.
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Paschinger, Elena. "Creative tourism marketing and social media management." In Creative tourism: activating cultural resources and engaging creative travellers, 151–53. Wallingford: CABI, 2021. http://dx.doi.org/10.1079/9781789243536.0020.

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Abstract Creative tourism, due to its interactive nature and lively cultural exchange between locals and travellers, particularly lends itself to the opportunities presented by social media marketing. This is especially true when it comes to blogs, video posts, or (live) story updates on social media. Care should be given to always have a professional strategy in content marketing: choosing one social media platform over another has to be in line with your company's strategic communication goals and may be aided by other competent partners, such as professional digital content creators. Further, establishing a publication guideline in the form of an editorial calendar can help creative tourism managers better reap the benefits of social media marketing. This has been demonstrated in highlighting the example of Kreativ Reisen Österreich Creative Tourism Austria, which over the years has successfully built up an online community of creative travellers in the German-speaking parts of Europe. Regarding future trends in digital marketing, suffice to say that good content, and now context, will always matter and interactive content will become increasingly mainstream. An interesting context creative tourism could seek for the purpose of its continued proliferation worldwide is an association with destination video storytelling. As virtually all tourism destinations employ various video platforms, and live video formats, to highlight their travel offers, creative tourism is especially likely to head to the forefront of this type of social media marketing tool.
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Heinonen, Johanna, and Juho Pesonen. "Identifying the Elements of Great Online Customer Encounters." In Information and Communication Technologies in Tourism 2022, 271–81. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_24.

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AbstractCustomer service is a major factor in the success of digital marketing. This study examines the service encounters between tourists and service providers, in this case, Visit Helsinki. The goal is to understand what are the dimensions of service quality in online chat discussions between tourists and DMO personnel and what elements in these discussions support the co-creation of great customer experiences. Altogether 123 chat discussions in June 2020 were downloaded and analysed using qualitative content analysis and statistical tests. The results show that great customer experiences are the result of extensive effort from the customer service agents where they go beyond just providing a satisfactory solution for the customer. The results are managerially important for destinations and tourism businesses around the world and increase the theoretical understanding of the moment of truth concept and its different elements in online service encounters.
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Lammenett, Erwin. "Content-Marketing." In Praxiswissen Online-Marketing, 315–26. Wiesbaden: Springer Fachmedien Wiesbaden, 2019. http://dx.doi.org/10.1007/978-3-658-25135-2_11.

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Lammenett, Erwin. "Content-Marketing." In Praxiswissen Online-Marketing, 269–77. Wiesbaden: Springer Fachmedien Wiesbaden, 2017. http://dx.doi.org/10.1007/978-3-658-15494-3_10.

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Lammenett, Erwin. "Content-Marketing." In Praxiswissen Online-Marketing, 337–64. Wiesbaden: Springer Fachmedien Wiesbaden, 2021. http://dx.doi.org/10.1007/978-3-658-32340-0_11.

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Egger, Roman, Oguzcan Gumus, Elza Kaiumova, Richard Mükisch, and Veronika Surkic. "Destination Image of DMO and UGC on Instagram: A Machine-Learning Approach." In Information and Communication Technologies in Tourism 2022, 343–55. Cham: Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-94751-4_31.

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AbstractSocial media plays a key role in shaping the image of a destination. Although recent research has investigated factors influencing online users’ perception towards destination image, limited studies encompass and compare social media content shared by tourists and destination management organisations (DMOs) at the same time. This paper aims to determine whether the projected image of DMOs corresponds with the destination image perceived by tourists. By taking the Austrian Alpine resort Saalbach-Hinterglemm as a case, a netnographic approach was applied to analyse the visual and textual posts of DMO and user-generated content (UGC) on Instagram using machine learning. The findings reveal themes that are not covered in the posts published by marketers but do appear in UGC. This study adds to the existing literature by providing a deeper insight into destination image formation and uses a qualitative approach to assess destination brand image. It further highlights practical implications for the industry regarding DMOs’ social media marketing strategy.
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Chen, Meng-Mei, Laura Zizka, Effie Ruiheng Zhang, and Justine Gentinetta. "Destination Imagery Diagnosis Model: The Case of Switzerland." In Information and Communication Technologies in Tourism 2021, 378–88. Cham: Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-65785-7_36.

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AbstractThis research investigates destination imagery of Switzerland as a travel destination. This research first conducted survey and content analysis to identify 23 unique statements reflecting travel in Switzerland. Through an online survey, this research collected 399 responses from French and Italian respondents. Based on the comparisons of association strength and association valence of every statement to the aggregated association strength and association valence, this research developed the Destination Imagery Diagnosis model. The results show that, overall, French and Italian respondents have strong and positive associations to statements related to Switzerland’s nature and opportunities for outdoor activities. Furthermore, respondents rated “Healthy lifestyle” and “Welcoming and friendly” positively but the associations to Switzerland were weaker. This research also identified marketing opportunities specifically for French and Italian respondents. The Destination Imagery Diagnosis Model serves as a new tool to compare destination imageries between markets or keep track of changes of destination imagery.
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Miralbell, Oriol, Aurkene Alzua-Sorzabal, and Jon Kepa Gerrikagoitia. "Content Curation and Narrative Tourism Marketing." In Information and Communication Technologies in Tourism 2014, 187–99. Cham: Springer International Publishing, 2013. http://dx.doi.org/10.1007/978-3-319-03973-2_14.

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Matloka, Joanna, and Dimitrios Buhalis. "Destination Marketing through User Personalised Content (UPC)." In Information and Communication Technologies in Tourism 2010, 519–30. Vienna: Springer Vienna, 2010. http://dx.doi.org/10.1007/978-3-211-99407-8_43.

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Conference papers on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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Yanuarti, I., and N. Karniawati. "Content Marketing Through Online Media For Development of A Business." In Proceedings of the 1st International Conference on Informatics, Engineering, Science and Technology, INCITEST 2019, 18 July 2019, Bandung, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.18-7-2019.2287839.

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Repoviene, Ruta, and Ausra Pazeraite. "Content marketing decisions for customers’ desired value in the tourism sector." In Research for Rural Development 2019 : annual 25th International scientific conference proceedings. Latvia University of Life Sciences and Technologies, 2019. http://dx.doi.org/10.22616/rrd.25.2019.081.

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Weng, Bo, and Yan Cheng. "Modeling the online content mixed-revenue based on marketing response analysis." In 2013 10th International Conference on Service Systems and Service Management (ICSSSM). IEEE, 2013. http://dx.doi.org/10.1109/icsssm.2013.6602501.

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Deng, Wei, Shang-Te Tsai, and Cheng-Fu Yang. "A NEW RESEARCH TENDENCY FOR ONLINE MARKETING USING USER-GENERATED CONTENT OF ONLINE PLATFORMS." In 2nd International Conference on Information, Communication and Engineering. International Institute of Knowledge Innovation and Invention, Private; Limited (IIKII PTE LTD), 2019. http://dx.doi.org/10.35745/icice2018v2.029.

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Huang Liuying and Xie Liqiong. "A Study of Tourism Destination Official Microblog Marketing Based on Content Analysis." In 2013 International Conference on Service Sciences (ICSS 2013). IEEE, 2013. http://dx.doi.org/10.1109/icss.2013.49.

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Chongthanavanit, Papon, and Jantima Kheokao. "Uses of Thai Dental Clinics/centers Websites for Marketing Communication in Dental Tourism: Content Analysis." In International Conference on Social Sciences in the 21st Century. Global, 2019. http://dx.doi.org/10.33422/ics21.2019.07.376.

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Al-Zoubi, Munif Mohammed. "The growth of influencer marketing." In The European Union’s Contention in the Reshaping Global Economy. Szeged: Szegedi Tudományegyetem Gazdaságtudományi Kar, 2022. http://dx.doi.org/10.14232/eucrge.2022.21.

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Social media has changed our day to day life in so many aspects, and especially with COVID19 forcing people to stay at home, the use of the internet and platforms has increased dramatically. We now use social media for communication, learning, entertainment, and even for work purposes. There has been a significant increase in the number of people on all social media platforms, and this increase in the number of users viewing all sorts of content gave rise to influencers or “leaders of opinion”, i.e. experts in certain fields with many followers viewing their content. Influencers in many cases have the ability to affect the decision-making process of their followers, which caused many organizations to turn to them, giving them partnerships and sponsorships in exchange for influencers marketing their products/services. In this study, a comparison is attempted between the two biggest influencer marketing platforms, Tiktok and Instagram, and an attempt is made to give businesses who are thinking of using influencer marketing a better understanding of this phenomenon. The paper also aims to help businesses that already have an influencer marketing strategy in place realize if their current platform is most suitable to their business. This study uses qualitative research, as the data has been gathered through the multiple interviews with different types of businesses, influencers and social media experts.
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Utami, Yenni Sri, Oliver Samuel Simanjuntak, and Agung Prabowo. "Strengthening Marketing Communication Through Multimedia-Based Storytelling Assistance." In LPPM UPN "VETERAN" Yogyakarta International Conference Series 2020. RSF Press & RESEARCH SYNERGY FOUNDATION, 2020. http://dx.doi.org/10.31098/pss.v1i1.198.

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Storytelling-based multimedia can be used as an alternative marketing communications MSMEs craftsmen Batik " Sekar Arum " in Desa Wukirsari , sub-district Imogiri, Kabupaten Bantul. Assistance is aimed to build self-reliance and improve the confidence of members and officials of SMEs craftsmen Batik " Sekar Arum " to strengthen the marketing communication through storytelling -based technology multimedia. Through storytelling, the " Sekar Arum " Batik craftsman group UMKM can easily communicate the results of their products. Strengthening marketing through a story packed with photos, videos, animation as multimedia content makes potential customers not only more interested and easier to identify batik craft products, without having to come directly to workshops/exhibition events but to form deeper relationships so that they are loyal to SME Batik "Sekar Arum" businesses and products. Multimedia-based storytelling marketing techniques can provide several benefits, including a) Increasing a more loyal relationship with consumers; b) Reaching a wider marketing area, and c) Providing education on Batik products to consumers. The presentation of storytelling through multimedia technology provides an advantage because marketing content is more varied, including text, animation, or video. This variation of content increases the attractiveness of 'Sekar Arum' Batik, thus enhancing its image.
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Kvítková, Zuzana, and Zdenka Petrů. "APPROACHES TO STORYTELLING AND NARRATIVE STRUCTURES IN DESTINATION MARKETING." In Tourism in Southern and Eastern Europe 2021: ToSEE – Smart, Experience, Excellence & ToFEEL – Feelings, Excitement, Education, Leisure. University of Rijeka, Faculty of Tourism and Hospitality Management, 2021. http://dx.doi.org/10.20867/tosee.06.28.

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Purpose – Storytelling is a very actual trend in destinations´ promotion. Travel narratives are renowned for the ability to arouse interest in the reader. The stories can be told in a written form, visual form, or in a form of movements (dances, theatre, etc.). Travel narratives can include more detailed information, they evoke emotions and empathy. Empathy has then a positive relation to behavioral intentions. Therefore, storytelling as a concept is more and more adopted by destination marketing organisations (DMOs). The approach and use of the concept can be different. The aim of the paper is to identify the approaches, and structures used by DMOs and to reveal the level of readers´ or tourists´ involvement in the narratives. Methodology – The main purpose of research is reached by conducting an empirical study using the qualitative methods of analysis - content analysis, deconstruction of the stories, analyzing the story structure, and comparison of the identified structures with the theory. Quantitative analysis, descriptive statistics and contingency tables are used to analyse the frequency and combinations of storytelling structures and approaches of the DMOs. Findings – A narrative is the central theme of the communication in 65.12% of analyzed campaigns. The most used structures are Petal and Hero´s Journey. The tourists are the main characters in 55.81% of the analyzed campaigns. They are also involved in the story creation in 46.51%. The most used communication channel is YouTube; this is valid on all levels of destinations. Contribution – Storytelling is an important part of destinations´ marketing, however, the research usually brings insight from a narrow or specific point of view (e.g., analysis of one platform or in a form of a case study). This research brings a comprehensive view of the narrative structures used for destinations based on empirical research from several destinations and a deep analysis of the content.
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Wisataone, Voettie. "Marketing Communication of Non-profit Organizations A Content Analysis on Instagram Posts of @rumahzakat." In International Conference on Media and Communication Studies(ICOMACS 2018). Paris, France: Atlantis Press, 2018. http://dx.doi.org/10.2991/icomacs-18.2018.61.

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Reports on the topic "CONTENT MARKETING – ONLINE MARKETING – MARKETING OF CONTENT - CONTENT MARKETING IN TOURISM - MARKETING COMMUNICATION"

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de Aguilera Moyano, J., M. Baños González, and J. Ramírez Perdiguero. Branded Entertainment: Entertainment content as marketing communication tool. A study of its current situation in Spain. Revista Latina de Comunicación Social, September 2015. http://dx.doi.org/10.4185/rlcs-2015-1057en.

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