The role of marketing in the development of digital touchpoints

Dominique-Ferreira, Sergio and Viana, Marta and Prentice, Catherine ORCID: https://orcid.org/0000-0002-7700-3889 (2021) The role of marketing in the development of digital touchpoints. In: 16th Iberian Conference on Information Systems and Technologies (CISTI 2021), 23 June - 26 June 2021, Chaves, Portugal.


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.


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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Files associated with this item cannot be displayed due to copyright restrictions.
Faculty/School / Institute/Centre: No Faculty
Faculty/School / Institute/Centre: No Faculty
Date Deposited: 26 Jul 2022 04:34
Last Modified: 31 Aug 2022 02:48
Uncontrolled Keywords: consumer engagement; customer journey; digital applications; touchpoints; website
Fields of Research (2020): 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3507 Strategy, management and organisational behaviour > 350799 Strategy, management and organisational behaviour not elsewhere classified
35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified
Socio-Economic Objectives (2020): 28 EXPANDING KNOWLEDGE > 2801 Expanding knowledge > 280106 Expanding knowledge in commerce, management, tourism and services
Identification Number or DOI: doi:10.23919/CISTI52073.2021.9476670
URI: http://eprints.usq.edu.au/id/eprint/49842

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