New technologies in destination marketing
Cyprus International University (CIU) School of Tourism and Hotel Management Director, Assoc. Prof. Dr. Orhan Uludağ, stating that after the Covid-19 epidemic, super digitalization will affect all sectors, also went on to say, “If the tourism sector does not want to lag behind the other sectors, they absolutely must join the wave of digital transformation”.
Reminding that should any destination fail to develop an innovative management model, they may possibly face some difficulties in the future, Uludağ elaborated, “In fact, some destinations realized a long time ago already that traditional marketing techniques are no longer valid. Destinations are now moving towards digitalization in order to adapt to the current situation and to remain competitive.”
Explaining that during the last few years, the journey of the digital tourist has been in constant evolution, Uludağ continued, "This is not only due to the emergence of new channels, but it is mostly due to the development of new technological devices such as smartphones, tablets, and wearable devices, that have become indispensable today”.
Uludağ advised that when the passenger arrives at their destination, at the last stage of their journey (the entertainment stage), these devices play a role in significantly improving and changing it, and went on to state, “However, the transformation is not only experienced at the entertainment stage. At the final stage of the journey when the tourists want to share their experiences, there has also been a change, with the spread of internet access over WiFi, 4G, and 5G networks.
Reminding that tourists do not wait till they return now in order to share their experiences, Uludağ continued, “during the entire duration of their journey, they share pictures, videos, and their observations upon social media, and they share it in real time”.
Uludağ noted that when considering the new journey in which technologies are now involved in, that touristic destinations should optimize their destination marketing, and that it is inevitable that they must update their road maps to adapt to this new and more complex scenario.
Reminding that within this framework, standing out are factors such as the adaptation of QR code technologies, the use of wearable technologies, and the integration of voice-controlled technologies, Uludağ went on to state, “Another issue that the destinations should be focusing upon is the analysis of the data captured by public Wi-Fi, sensors, websites, or social media”.
Explaining that the destinations who adapt to this new environment will be able to overcome the difficulties that the tourism sector face, Uludağ added that in this way, they will be able to get more tourists.