DOI: 10.5176/2010-4804_3.1.297

Authors: Nikolaos Trihas, George Mastorakis, Emmanouil Perakakis and Ioannis Kopanakis


This paper proposes an efficient customer relationship management model based on technological convergence of emerging next generation networks, such as interactive digital television and network multimedia systems. The proposed research approach is exploited in tourism sector for effective destination management, enabling for personalized e-marketing strategies and facilitating marketers to accomplish optimum marketing data analysis. The proposed research approach is evaluated for its applicability and usefulness by interviewing a sample of Destination Marketing Organization managers. The findings of this research provide useful practical implications.

Keywords: CCustomer relationship management, destination management organizations, interactive digital television, marketing data analysis

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