Incluye referencias bibliográficas: p. [267]-278

Foreword -- Acknowledgements -- How to Use this Handbook -- Executive Summary -- E-Marketing for Tourism Destinations - The Big Picture -- Content Is King - How to build and Manage Content that Convinces the Customer -- Social Networking and User-generated Content (UGC) -- Make a Winning Website - The Keys to Success -- Search Engine Optimisation (SEO) - Getting Better Search Engine Results the 'Natural' Way -- How to Acquire and Develop Customers - Marketing Channels and the Use of Customer Relationship Management -- Branding - Project the Essence of the Destination -- E-commerce for destinations - Turning Enquiries into Sales -- Mobile Marketing - Exploiting the Essential Companion to Everyday Life -- The New Television - Convergence of Media : Interactive TV, Video, Internet and Gaming -- Online Destination Media Relations - How to Gain Online Coverage and Be Ready for a Crisis -- Supporting the Travel Trade in Source Markets -- E-marketing with the Destination´s Tourism Suppliers -- Income Sources for DMOs - Raising Income from Your E-marketing Services -- Measuring Success - Methods for Reporting of E-marketing Activity, and Continuous Measurement of Performance Quality and Outcomes -- Web Analytics - Boost Your Online Impact with Data-driven Optimisation -- How to Manage Your Domain Names - Choosing and Maintaining Domains that Support a Wide Range of E-marketing Activities -- Market Trends -- Glossary and Abbreviations -- List of Figures -- List of Tables

Compra 090131