西孟加拉邦旅游业的数字营销——一个案例研究

Q2 Social Sciences

Journal of Information Technology Teaching Cases Pub Date : 2023-06-10 DOI:10.1177/20438869231181149

A. Raja

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引用次数: 0

摘要

“忽视网络营销就像开了一家公司却不告诉任何人。”数字营销在当今的商业世界中扮演着至关重要的角色。Raja是DSMM机构的顾问，他的任务是评估和审计WBTDCL网站的数字处理，WBTDCL是一个促进印度东部西孟加拉邦旅游业和旅行的政府机构。本案例研究描述了西孟加拉邦的旅游背景、场景、主要目的地、客户的期望、专业团队的发现，并激发读者如何为目标受众创建网络角色，绘制客户旅程地图，识别顶级旅游和旅游影响者，并开发在线客户体验金字塔。

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Digital marketing in West Bengal tourism – A case study

‘Ignoring online marketing is like opening a business but not telling anyone’. The role of digital marketing is quite essential in the business world today. Raja, a consultant for DSMM agency, is given a task to assess and audit the digital handles of the website of WBTDCL, a government agency that promotes tourism and travel in West Bengal, an eastern state of India. This case study describes the tourism background, scenario, prominent destinations of West Bengal, expectations of the client, findings of the professional team and provokes the reader on how to create a web persona for the target audience, to chart out a customer journey map, to identify the top travel and tourism influencers and to develop an online customer experience pyramid.

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来源期刊

Journal of Information Technology Teaching Cases Social Sciences-Library and Information Sciences

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The Journal of Information Technology Teaching Cases (JITTC) provides contemporary practical case materials for teaching topics in business and government about uses and effectiveness of technology, the organisation and management of information systems and the impacts and consequences of information technology. JITTC is designed to assist academics, scholars, and teachers in universities and other institutions of executive education, as well as instructors of organizational training courses. Case topics include but are not restricted to: alignment with the organization, innovative uses of technology, emerging technologies, the management of IT, including strategy, business models, change, infrastructure, organization, human resources, sourcing, system development and implementation, communications, technology developments, technology impacts and outcomes, technology futures, national policies and standards.