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Sunderland Repository records the research produced by the University of Sunderland including practice-based research and theses.

Marketing Innovation in Tourism

Nadda, Vipin and Arnott, Ian (2019) Marketing Innovation in Tourism. In: Handbook of Research on Innovations in Technology and Marketing for the Connected Consumer. IGI Global, pp. 401-415. ISBN 9781799801313

Item Type: Book Section

Abstract

Tourism businesses have become virtual organisations linked to information technology available for innovation in marketing as well as using other platforms in the social media environment such as Facebook, Instagram, etc. This use of social media is creating innovation, as the tourists are becoming co-designers, co-producers, co-marketers, and co-consumers of tourism experiences. The branding strategies methods, tools, and process are changing since the adoption of digital technology in marketing and branding. The organisations are able to reach their tourism appeal through multisensory information that touches the five senses in a more effective way. The use of liquid branding and audio branding to introduce, enhance, and develop various audio and visual elements of the brand is a new trend in branding. Therefore, as brick and mortar or virtual organisations, the destination marketing organisation should innovate their marketing efforts and should respond to change within a dynamic business environment.

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SWORD Depositor: Publication Router
Depositing User: Publication Router

Identifiers

Item ID: 11204
Identification Number: https://doi.org/10.4018/978-1-7998-0131-3.ch019
ISSN: 2327-5529
ISBN: 9781799801313
URI: http://sure.sunderland.ac.uk/id/eprint/11204

Users with ORCIDS

ORCID for Vipin Nadda: ORCID iD orcid.org/0000-0002-2970-3709

Catalogue record

Date Deposited: 25 Feb 2020 08:48
Last Modified: 03 Nov 2023 04:30

Contributors

Author: Vipin Nadda ORCID iD
Author: Ian Arnott

University Divisions

University of Sunderland in London

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