YA PRESENTADA Y PUBLICADA
Título: Data science platforms as online marketing and analytics tools for positioning of blue tourism companies
Autores: NATALIA HUSTOVA, MARTA LOZANO, ANTONIO GUEVARA Y CARLOS ROSSI
Resumen: The aim of this research is to develop a technological solution that responds to the blue tourism companies needs of new marketing models in online environments, due to the fact that that currently characterises travellers is a significant use of digital tools during their journey, so that the online experience management in an agile way became a basic need.
For tourism businesses, especially for micro-SMEs, it is crucial to adapt to this new reality marked by digitalization for operational management, online visibility and positioning. Therefore, digital models that allow companies the automation of processes and management of their business in efficient ways are being researched.
E-commerce platforms not only represent an opportunity to digitise operations and increase digital visibility and sales, but also to incorporate advanced features that improve company’s operational and sustainable performance, as well as the users experience. A marketplace is considered to be a joint commercial space where companies sell their products and services and collaborate among themselves online.
In turn, blue tourism constitutes one of the central axes of the blue economy, encompassing lots of activities in regions close to seas and oceans. The EU highlights this segment as fundamental for the coastal regions economies due to its transformative power on local communities. It takes place near the coast and includes sustainable activities related to the sea.
Congreso: Advances in Tourism Marketing Conference (ATMC) 2025 (Creta)»
