Adopting Network Multimedia Systems in Interactive Digital Television: A Strategic Method towards Enhancing Tourism Relationship Marketing

This paper investigates the convergence of network multimedia and interactive digital television systems and elaborates on a novel research approach that may be adopted in tourism relationship marketing, towards enabling for an efficient process of collecting and analyzing feedback data from tele-viewers. This process may be vital for optimum marketing purposes, targeting customers with a more efficient and effective way and enhancing the experience that they exploit with specific brands. Furthermore, the proposed technology convergence model enables for an efficient analysis of users’ data, collected using the envisaged network systems, by exploiting data mining methods, such as predictive visual analytics. The analyzed data revealing customers’ preferences is proposed to be optimally displayed to marketers, by utilizing cutting edge web technologies that provide an actual mean to automatically customize services for individual customers or market segments.