ANALYSIS OF THE STRENGTHS AND WEAKNESSES OF MOBILE MARKETING AS A PROMOTIONAL TOOL FOR TOURIST DESTINATIONS

Lázaro Florido-Benítez

Lázaro Florido-Benítez Faculty of Tourism University of Malaga

Palavras-chave: Mobile marketing, satisfaction, image, tourist destinations

Resumo

Mobile Marketing tools offer tourist destinations many opportunities for promoting their offers and improving their positioning against possible competitors. Its ability for direct and personal communication with tourists in real time, increases traveler’s levels of satisfaction and image perception of the destination. The methodology used in this research project has mainly been of a qualitative nature by gathering information on the problem undertaken to examine. The study is mainly focused on three objectives. First, to assess the effect that mobile marketing is having on e-traveler’s levels of satisfaction in the tourist destinations. Second, to analyze the strengths and weaknesses mobile marketing has on e-travelers’ behaviors within the destination site; and lastly, to study the effects this tool has over the e- traveler’s image perception of the destination itself.

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Biografia do Autor

Lázaro Florido-Benítez, Faculty of Tourism University of Malaga

Dr. Lázaro Florido-Benítez PhD is a lecturer (Marketing and Market Research Department) at University of Málaga, teaching tourism and marketing. His research covers different areas, education, tourism, mobile marketing, including airline and airport demand forecasting, airport productivity and efficiency, and future tourism activities and trends and its relationship with air transport industry. E-mail: lfb@uma.es

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