scholarly journals Internet technology in travel company management

2019 ◽  
pp. 100-106
Author(s):  
A. Mohylova ◽  
V. Shcherban
Keyword(s):  
Marketing Strategy ◽  
Brand Management ◽  
Communication Strategies ◽  
Internet Technology ◽  
Management Tool ◽  
Travel Agency ◽  
Marketing Activity ◽  
Brand Communication ◽  
Internet Technologies ◽  
Methodological Principles

The theoretical and methodological principles of the formation of Internet technologies in brand management are investigated. The main functions and features of the brand are identified. The place of the brand in the structure of marketing strategy is considered. Types of brand communication strategies are analyzed. The mechanism of brand management in the marketing activity of enterprises is investigated, in particular the application of modern marketing concepts in brand-oriented management. The influence of factors on the effectiveness of the brand of the company is determined. The main stages of the process of forming the brand of the company "Ai Agency" are characterized. Marketing Internet technologies of “Ai Travel Agency” LLC as a brand management tool are analyzed. There provided marketing technologies to promote their own brand.

scholarly journals Information Technology for Travel Agency

2021 ◽  
Vol 1 (1) ◽  
pp. 148-153
Author(s):  
E S Soegoto ◽  
◽  
A H Nugroho ◽  
Keyword(s):  
Marketing Strategy ◽  
Swot Analysis ◽  
High Mobility ◽  
Online Marketing ◽  
Internet Technology ◽  
Travel Agency ◽  
Travel Agent ◽  
Travel Agents ◽  
The Right ◽  
Use Of Internet

The purposes of this research are to describe, analyze, and determine the online marketing strategy of domestic travel agent at Bandung Tour Expert. In this case, the authors focused on SWOT analysis to find out the right marketing strategy for the tour packaging. In this research, the data was collected using the observation method, meanwhile the data analysis method used were descriptive qualitative and SWOT analysis. Internet users number are increasing, especially adults with high mobility. For them who often travel outside the city, internet is crucial because it connects them with the travel agent. Nowadays, the convenient use of Internet technology is used to market products and services offered by travel agents, so that it provides many benefits for business travel agents with minimum marketing costs. The results of this study were the use of internet and online marketing had impacts on the increasing profits of the travel agents. The conclusion of this research is Bandung Tour Expert as a company need to improve their variant of tour package to make tourist more interest to visit the company website.

Content Thinking as an Image of Internet Technologies 3.0, 4.0

2021 ◽  
pp. 125-134
Author(s):  
Tatyana Victorovna Voloshina ◽  
◽  
Tatyana Eduardovna Sizikova ◽  
Keyword(s):  
Human Life ◽  
Internet Technology ◽  
Current Time ◽  
Internet Technologies ◽  
Web 3.0 ◽  
Web Technologies ◽  
New Type ◽  
Personal Content ◽  
Methodological Principles ◽  
Content Semantic

In the article, the authors note that at present, especially in the field of education, the already existing processes of the development of new content thinking under the influence of Internet technologies are being actualized, as well as the need to develop reflection, starting from an early age of children and in artificial intelligence. The purpose of this article is an analytical study of the changes taking place in the thinking of consumers of Internet technologies. The authors note that in the current conditions of accelerating scientific and technological progress and the development of global information networks, qualitative changes are taking place in the mental activity of a modern person. The article examines topical issues related to the development of a new type of thinking – content thinking, conditioned by web technologies. The authors examined in detail the Internet technologies Web 3.0, Web 4.0 and their influence on the psychological content of the ontological foundations of human life on the basis of the methodological principles of the consistency of determinism and development. The authors identified the main characteristics of Web 3.0 and Web 4.0 content: semantic structure, cooperativity, clustering, ample opportunities for consumer self-expression, self-developing basic personal content, self-correcting system, effective and convenient information management, accessibility, simplicity and maximum convenience, development and use additional opportunities, human resource management in the current time mode, crystallization, the presence of the maximum possible consumer protection. The authors have shown the influence of Internet technology 3.0, 4.0 on the psychological content of the ontological foundations of human life, including new content thinking. The method of such thinking is synthetic deduction and the method of developing such thinking is the method of “synergetic deduction 3.0” developed by us.

scholarly journals Storytelling and retromarketing: strengthening brand communication

2021 ◽  
Vol 25 (2) ◽  
pp. 44-62
Author(s):  
Vânia Sousa
Keyword(s):  
Marketing Strategy ◽  
Customer Loyalty ◽  
Communication Strategies ◽  
Economic Value ◽  
Carl Jung ◽  
Brand Communication ◽  
Emotional Connection ◽  
Different Types ◽  
The Brain

Brands are becoming more aware of the importance of adding value to their products through storytelling. The aim of this article is to raise awareness of the power of storytelling and retromarketing to enhance the effectiveness of brand communication strategies and increase customer loyalty. The study consisted of an analysis of the chemicals produced in the brain during the telling of different types of stories and their influence on consumer behaviours, and of brand archetypes, based on the work of Carl Jung in this area. The study also conducted a review of experiments that demonstrate the economic value of storytelling and retromarketing narratives. The results show that storytelling and retromarketing enhance brand uniqueness and create a deeper, more genuine relationship between companies and customers. This emotional connection may be achieved when storytelling is targeted at a specific audience as part of a larger marketing strategy.

Got to be real: An investigation into the co-fabrication of authenticity by fashion companies and digital influencers

2021 ◽  
pp. 146954052110336
Author(s):  
Mariachiara Colucci ◽  
Marco Pedroni
Keyword(s):  
Communication Strategies ◽  
Brand Communication ◽  
Inductive Research ◽  
Cultural Intermediaries

This article investigates how fashion companies build their relationships with digital influencers (DIs), a new group of cultural intermediaries who are increasingly central to brand communication strategies. Scholars have mostly studied DIs’ role in influencing the market, but largely neglected the process through which they build their work. Through a qualitative inductive research directed at 21 Italian fashion companies, we describe the process through which companies fabricate the authenticity work, while collaborating with DIs. By taking the overlooked perspective of the company brand owner, we identify the underlying dynamics of achieving co-fabricated authenticity, unpacking the mechanisms through which companies select DIs, shape the connections and regulate the reciprocity with them. Our findings highlight how companies and DIs’ practices become intertwined, with the commodity of authenticity being constructed at the crossroads between the former’s commercial needs and the latter’s grassroots narratives and practices. ‘Co-fabricated authenticity’ ultimately emerges as the result of the work of those actors who are engaged in managing the authenticity or processes of authentication of marketable goods: the intangible and ephemeral value of authenticity is made tangible and co-produced through the collaboration between brands and cultural intermediaries such as DIs.

The role of leadership and communication in internal city branding

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rico Piehler ◽  
Ayla Roessler ◽  
Christoph Burmann
Keyword(s):  
Corporate Branding ◽  
Brand Management ◽  
Equation Modeling ◽  
Brand Commitment ◽  
City Branding ◽  
Brand Communication ◽  
Internal Branding ◽  
Content Type ◽  
City Brand ◽  
The City

Purpose This study aims to investigate the brand-oriented leadership of a city’s mayor and city online brand communication as brand management-related antecedents of residents’ city brand commitment. It thus examines if city brand managers can apply internal branding concepts from the corporate branding domain in a city branding context. Design/methodology/approach The relationships between the brand management-related antecedents and the internal city branding (ICB) objective are tested through structural equation modeling using cross-sectional survey data of 414 residents of a German city. Findings Both the brand-oriented leadership of the mayor in terms of acting as a role model by living the city brand and its identity and by showing commitment to the brand and the city’s online brand communication in terms of its quality have positive effects on residents’ city brand commitment. Moderation analyses reveal no significant differences between the path estimates for age, place of birth, duration of residency and education. However, the results differ significantly for gender. Research limitations/implications As this study’s sample is limited to only one city in Germany, further research needs to investigate the relationships in different cities and other countries to ensure the generalizability of the results. Future studies might also include other aspects of city brand communication, as well as cognitive and behavioural ICB objectives. Practical implications To increase residents’ city brand commitment, city brand managers should ensure that a city’s online brand communication is adequate, complete, credible, useful and clear. Furthermore, through creating awareness for the importance of a mayor’s brand-oriented leadership and through educating and training the mayor to engage in this specific form of brand-oriented transformational leadership, city brand managers can increase residents’ emotional attachment with the city brand. Originality/value This study integrates internal branding research from the corporate branding domain with place and city branding research. It confirms that certain aspects of internal branding (i.e. brand-oriented leadership, brand communication and brand commitment) are applicable not only in the corporate branding domain but also in other branding contexts such as city branding if adapted properly.

Market-Oriented Ethnography: Interpretation Building and Marketing Strategy Formulation

1994 ◽  
Vol 31 (4) ◽  
pp. 484-504 ◽  
Author(s):  
Eric J. Arnould ◽  
Melanie Wallendorf
Keyword(s):  
Marketing Strategy ◽  
Market Segmentation ◽  
Brand Management ◽  
Interview Data ◽  
Ethnographic Methods ◽  
Strategy Formulation ◽  
Systematic Analysis ◽  
Product Service ◽  
Ethnographic Observation ◽  
Ethnographic Data

The authors show how ethnography can provide multiple strategically important perspectives on behaviors of interest to marketing researchers. They first discuss the goals and four essential characteristics of ethnographic interpretation. Then they review the particular contributions to interpretation of several kinds of ethnographic observation and interview data. Next they discuss how interpretations are built from ethnographic data. They show how multilayered interpretations of market phenomena emerge through systematic analysis of complementary and discrepant data. Finally, the authors articulate three representational strategies that are used to link multilayered interpretations to marketing strategy formulation. They suggest that ethnographic methods are appropriate for apprehending a wide variety of consumption and use situations with implications for market segmentation and targeting; product and service positioning; and product, service, and brand management.

The use of social media by South African organisations

2018 ◽  
Vol 15 (2) ◽  
pp. 198-210 ◽  
Author(s):  
Nomusa Nomhle Dlamini ◽  
Kevin Johnston
Keyword(s):  
South Africa ◽  
Social Media ◽  
South African ◽  
Quantitative Research ◽  
Brand Management ◽  
Research Question ◽  
Management Tool ◽  
Content Type ◽  
Quantitative Research Methods ◽  
Main Research

Purpose The purpose of this paper is to present how organisations in South Africa are using social media. The paper further explores the value of social media to South African organisations and if it is important for an organisation to have a social media presence. Design/methodology/approach The study used quantitative research methods to answer the main research question and sub-questions. Findings The data collected revealed that most organisations in South Africa are using social media for free advertising, CRM and marketing. The popular social media sites used by these organisations are Facebook and Twitter, with LinkedIn increasing in popularity. The data further revealed that social media is important in organisations for relationship building, contact keeping advertising, marketing, attracting customers, brand management and information gathering. Research limitations/implications The role of social media is changing, it was initially a marketing tool, but the findings revealed that majority of organisations are using social media for free advertising, CRM and marketing. Social media is an easy CRM tool that offers effective and efficient capabilities. Practical implications It is important to use integrate social media with the organisations processes to market and advertise new products, it is an instant and cost-saving way of communicating with customers, and helps in reaching and attracting new customers. Social implications Social media is important for keeping contact and building relationships with customers, advertising and marketing, way to attract customers, brand management tool and gathering information. Originality/value The study provides guidance to how organisation can use social media, identifying the value of using social media and highlighting the importance of social media in an organisation in the South African context.

Improving Accounting Of Internet Technologies Costs In Russia

2018 ◽  
pp. 117-132
Author(s):  
Irina Litvinova
Keyword(s):  
Internet Technology ◽  
Frequency Of Occurrence ◽  
Internet Technologies ◽  
New Methods ◽  
Time Period ◽  
The Cost ◽  
Selection Of ◽  
Theoretical Developments

This article substantiates the selection of a new object in accounting – the cost of Internet technology. The author presents new methods for accounting the costs of Internet technologies and provides the interpretation of the concept of «virtual assets». The author considers it necessary to introduce separate accounts for accounting the costs of Internet technologies. We believe that this approach will allow to see the total amount of the costs of Internet technologies, which is important for purposes of planning, monitoring and analysis, as well as to resolve contentious issues arising in accounting the costs of Internet technologies, which will significantly facilitate the work of accountants. In the absence of theoretical developments in accounting the costs of Internet technologies we make the first attempts to classify the costs of Internet technologies. We propose grouping the costs according to the following criteria: their purpose; frequency of occurrence (one-time and ongoing); gains in the time period (current, deferred costs and capital). The author concludes with a recommended register for accounting the costs of Internet technologies.

scholarly journals Measuring the Acceptance of Internet Technology by Consumers

2009 ◽  
Vol 1 (3) ◽  
pp. 48-81 ◽  
Author(s):  
Donald L. Amoroso ◽  
Scott Hunsinger
Keyword(s):  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Strong Predictor ◽  
Internet Technology ◽  
The Internet ◽  
Modified Model ◽  
Internet Technologies ◽  
Actual Usage ◽  
Acceptance Model ◽  
Behavioral Intention To Use

This research reviews studies using the Technology Acceptance Model (TAM) to create a modified model and instrument to study the acceptance of Internet technology by consumers. We developed a modified TAM for the acceptance of Internet-based technologies by consumers. We retained the original constructs from the TAM and included additional constructs from previous literature including gender, experience, complexity, and voluntariness. We developed a survey instrument using existing scales from prior TAM instruments and modified them where appropriate. The instrument yielded respectable reliability and construct validity. The findings suggest that the modified TAM is a good predictor of consumer behavior in using the Internet. We found that attitude toward using the Internet acts as a strong predictor of behavioral intention to use, and actual usage of Internet technologies. Future researchers can use the resultant instrument to test how consumers adopt and accept Internet-based applications.

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