A New Research Tendency for Online Marketing Using User-Generated Content of Online Platforms
Abstract:
In the past, the information of traditional travels is supplied by the travelling agencies. However, as the data on the user-generated content (UGC) system is used, the information feedback by the travelers has truly responded their requirements. A destination marketing organization (DMO) is an organization that promotes a town, city, region, or country in order to increase the number of visitors. In order to provide better and precision images for the travelers, DMO will supply new idea and method for selling the travel package. Today, the internet marketing has become the most important selling method. Thus, the internet marketing contents constructed by DMO are usually based on the subjective judgement, but they do not give sufficient consideration to the image feeling. UGC system can supply plentiful analysis materials, and it can also combine the new technologies of big data and machine learning system. For that, it can construct a quantifiable and reproducible selling structure of purpose. It promotes the development and marketing of a destination, focusing on convention tourism marketing and services.
Keywords:
User-generated content; Travelers; Destination marketing organization; Big data; Machine learning system
pages:
115-118
DOI:
10.35745/icice2018v2.029
Year:
2018
Published in:
2nd International Conference on Information, Communication and Engineering (ICICE 2018)
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