SoCoMo marketing for travel and tourism: Empowering co-creation of value.

Buhalis, D. and Foerste, M., 2015. SoCoMo marketing for travel and tourism: Empowering co-creation of value. Journal of Destination Marketing and Management, 4 (3), 151 - 161.

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DOI: 10.1016/j.jdmm.2015.04.001


Advanced technology enables users to amalgamate information from various sources on their mobile devices, personalise their profile through applications and social networks, as well as interact dynamically with their context. Context-based marketing uses information and communication technologies (ICTs) that recognise the physical environment of their users. Tourism marketers are increasingly becoming aware of those cutting-edge ICTs that provide tools to respond more accurately to the context within and around their users. This paper connects the different concepts of context-based marketing, social media and personalisation, as well as mobile devices. It proposes social context mobile (SoCoMo) marketing as a new framework that enables marketers to increase value for all stakeholders at the destination. Contextual information is increasingly relevant, as big data collected by a wide range of sensors in a smart destination provide real-time information that can influence the tourist experience. SoCoMo marketing introduces a new paradigm for travel and tourism. It enables tourism organisations and destinations to revolutionise their offering and to co-create products and services dynamically with their consumers. The proposed SoCoMo conceptual model explores the emerging opportunities and challenges for all stakeholders.

Item Type:Article
Uncontrolled Keywords:Personalisation; Mobile context-awareness; Social media marketing; Mobile technologies; Co-creation
Group:Faculty of Management
ID Code:23550
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:12 May 2016 10:27
Last Modified:12 May 2016 10:27


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