Abstract (150 Words)
Smart destinations are complex ecosystems where several types of data are available. In order for them to create value these data need to be skillfully collected, analyzed and interpreted. In this scenario, the challenge for DMOs lays in identifying relevant data sources and effectively using data to make informed decisions. One of the activities for which data can have a positive impact on performance is marketing. It is indeed in creating an effective, efficient and more personalized communication that data gathered and analyzed by DMOs can be used. There are different personalization approaches depending on how data are collected from tourists: either explicitly or implicitly. My PhD research intends to contribute to the field of smart tourism and personalization investigating the concept of smart destination applied to data-related practices to understand how DMOs can use data to perform personalization in tourism email marketing.
From smart destinations to personalized communication
Smart destinations are complex ecosystems where several types of data are available. In order for them to create value these data need to be skillfully collected, analyzed and interpreted. In this scenario, the challenge for DMOs lays in identifying relevant data sources and effectively using data to make informed decisions. One of the activities for which data can have a positive impact on performance is marketing. It is indeed in creating an effective, efficient and more personalized communication that data gathered and analyzed by DMOs can be used. There are different personalization approaches depending on how data are collected from tourists: either explicitly or implicitly. My PhD research intends to contribute to the field of smart tourism and personalization investigating the concept of smart destination applied to data-related practices to understand how DMOs can use data to perform personalization in tourism email marketing.
