Tourism Marketing and tourism and tourism business strategy - Essay Example

stination depends largely on the destination marketing organizations and the success of a destination marketing organization mainly depends on different communication channels used by the organization to attract a large number of customers. A multi channel marketing strategy is very important for these destination marketing organizations to reach the potential buyers at different times and in different ways, and that the most successful marketing programs contained an appropriate mix of marketing channels for the targeted audience Multichannel integration is posited as one of the key cross functional processes in CRM strategy development.

The nature of industry channel structure, channel participants, channel options, and alternative channel strategies all are very essential and have to be kept in mind. The customer experience is explored both within and across the channels. In less than a decade, customer relationship management (CRM) has escalated into a topic of major importance that is built especially on the principles of relationship marketing CRM is a management approach that seeks to create, develop, and enhance relationships with carefully targeted customers to maximise customer value, corporate profitability,and thus, shareholder value relationships within a multichannel environment .

For Destination Marketing Organizations. CRM is important because it provides enhanced opportunities by using data to understand customers and to implement improved relationship marketing strategies. These Destination Marketing Organizations have to attract a number of tourists by promoting an area, city or a country so they need to build strong relations with their potential customers Therefore the multichannel strategy for Destination Marketing Organizations plays a pivotal role in CRM as it takes the outputs of the business strategy and value-creation processes and translates them into value adding interactions with the tourists.

It involves making decisions about