Destination marketing through a utility business model : the case of Cyprus

Part of : Tourismos : an international multidiciplinary journal of tourism ; Vol.5, No.2, 2010, pages 161-177

Section Title:
Case studies
Traditional business models that used to govern the operations of travel andtourism businesses defined in a rigid way their functional areas and therelationships among them. The advent of Information and CommunicationTechnologies (ICT) has driven the transformation of these business models intonovel destination marketing models. The Cyprus Tourism Organisation (CTO)recognising the need of establishing an explicit model for managing the process ofdestination marketing has developed an integrated marketing model to guide themanagement of the destination’s marketing process. Moreover, the CTO, aimingat enhancing the country’s tourism industry electronic marketing deploymentlevels, has put in place a utility business model that aims at optimising theindustry’s potential to engage in integrated marketing activities. The key foroptimising destination’s marketing processes is the successful implementation ofthe model through ntegration of traditional with electronic marketing activities.
Subject (LC):
destination marketing, electronic marketing, travel and tourism, ICT
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