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POST-VIA: Develop Individualized Marketing Strategies for Tourists

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Electronic Business and Marketing

Part of the book series: Studies in Computational Intelligence ((SCI,volume 484))

Abstract

POST-VIA is an information system whose main objective is develops tools to manage direct marketing strategies in the tourism sector. POSTVIA can be considered as software able to collect information about the travel experience for tourists and convert this information into knowledge. The system offers DMOs a management component of communication and interaction with the customer based on a highly accurate perception of it, allowing individualized marketing campaigns (Social Semantic CRM). Social Semantic CRM component incorporates several techniques to achieve this aim, among others, opinion mining, recommendation systems, and digital footprint. As a basic differential, POST-VIA platform is not limited to rely on the goodwill of tourists (often controversial and always random) to complete the valuable data of subjective perception, it offers an attractive product catalog and services compelling enough to take the time and the interest to collaborate.

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Author information

Authors and Affiliations

  1. Universidad Carlos III de Madrid, Madrid, Spain

    Antonio Cabanas-Abascal

  2. Centro de Biotecnología y Genómica de Plantas, Universidad Politécnica de Madrid, Madrid, Spain

    Alejandro Rodríguez-González

  3. Universidad Internacional de La Rioja, Madrid, Spain

    Cristina Casado-Lumbreras

  4. Egeo IT, Madrid, Spain

    Joaquín Fernández-González & Diego Jiménez-López

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  1. Antonio Cabanas-Abascal
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  2. Alejandro Rodríguez-González
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  3. Cristina Casado-Lumbreras
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  4. Joaquín Fernández-González
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  5. Diego Jiménez-López
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Editors and Affiliations

  1. Technology, Advanced Institute of Industrial, Higashi-Oi 1-10-40, Tokyo, 140-0011, Japan

    Tokuro Matsuo

  2. Universidad Carlos III de Madrid, Av. Universidad 30, Leganés, 28911, Spain

    Ricardo Colomo-Palacios

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Cabanas-Abascal, A., Rodríguez-González, A., Casado-Lumbreras, C., Fernández-González, J., Jiménez-López, D. (2013). POST-VIA: Develop Individualized Marketing Strategies for Tourists. In: Matsuo, T., Colomo-Palacios, R. (eds) Electronic Business and Marketing. Studies in Computational Intelligence, vol 484. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-37932-1_4

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  • DOI: https://doi.org/10.1007/978-3-642-37932-1_4

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