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Increasingly, travellers are moving to the internet as their principal source of information for planning and booking holidays. Ecotourism operators now need to trial and utilise internet-based technologies for their effectiveness in reaching target markets. A new eco-certified tour product in SE Queensland was launched last year with an internet service provider generating product inquiries so as to establish a substantial database of potential buyers from which key information has been extracted about potential customers, their demographics and their provenance. The �work in progress� case study will illustrate what outcomes have been achieved to date, and how the selected strategy can be used to customise product options for niche audiences, to link in with the marketing programs of RTOs, to measure marketing
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