Internet Marketing for Your Tourism Business

Overview

Written specifically for the employees and owners of inns, hotels, campgrounds, theme parks, adventure tours, and outfitters, this guide will show how to attract more visitors to their Web sites and ultimately to their businesses. From the basics of planning an on-line marketing strategy to using newsgroups and site links, this book provides business owners with everything they need to make their Web site and their business the destination of choice for travelers, including Web site design guidelines, search ...
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Overview

Written specifically for the employees and owners of inns, hotels, campgrounds, theme parks, adventure tours, and outfitters, this guide will show how to attract more visitors to their Web sites and ultimately to their businesses. From the basics of planning an on-line marketing strategy to using newsgroups and site links, this book provides business owners with everything they need to make their Web site and their business the destination of choice for travelers, including Web site design guidelines, search engine tips, and online advertising opportunities. A password to access even more promotion strategies on the accompanying Web site is included.
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Editorial Reviews

Dennis Campbell
Absolutely fabulous! Susan is the very best resource for tourism Internet marketing.
—vice president, Atlantic Tours and Ambassadors
Jimmy Duggan
Susan Sweeney's savvy has been a God-send to our organization. This book provides the kind of information necessary to take us to the next level.
—Wild Goose Lodge
Liz Smith
Internet Marketing for Your Tourism Business provides beneficial information on how to integrate our web site into all aspects of our business from marketing and sales to customer service and administration.
—president and CEO, Gray Line Worldwide
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Product Details

  • ISBN-13: 9781885068477
  • Publisher: Maximum Press (FL)
  • Publication date: 7/28/2000
  • Series: Internet Marketing Series
  • Pages: 602
  • Product dimensions: 7.06 (w) x 8.96 (h) x 1.45 (d)

Table of Contents

Introduction
Your "Members Only" Web Site

Chapter 1:
Marketing Principles
Objectives
Taking Reservations Online
Promoting Your Tourism Operation
Selling Products or Services
Creating and Establishing Your
Operation. s Identity or Brand Awareness
Providing Customer Service and Product Support
Generating Repeat Traffic
Advertising an Event, Product, or Service
Product or Service
Target Market
Internet Resources

Chapter 2:
Essentials of Web Site Design
Building Traffic to Your Tourism Site
Consider Your Web Site Objectives First
Presenting Your Operation. s Web Site Message Clearly
Using Competitor Sites to Your Advantage
Realizing the Potential of Your Domain Name
The Essentials of Your Web Site Design
Keeping Web Site Graphics in Perspective
Provide Ease of Navigation with User-Friendly Site Maps
Identify Your Site with Page Titles
Viewing Your Site Through Browser Eyes
Choosing Web Site Features To Meet Marketing Objectives
Customer-Enticing Traffic Builders
Free Offers
Coupons
Contests
Guiding the Search Engines with Meta-Information
Meta and Header Elements
The Future of Meta Tags
Internet Resources
Review Your Site
Meta Tags
References
Graphics

Chapter 3:
Designing Your Site for Search Engine Prominence
Increasing Your Web Site. s Exposure on the Internet
Search Engines and Their Indexing Methods
Use of Image Maps
Don. t Spam the Search Engines
Meta Refresh
Search Engines and Frames
Effective Use of Splash Pages
Dynamic Pages and Special Characters
Pointers To Remember When Using Tables
Maximizing Your Web Site. s Visibility with Directories
The Importance of Keywords
Tips To Remember for Spider and Crawler Discoveries
Study Competing Sites
The Benefits of Descriptive Page Titles
The Importance of Meta Tags
Why Bother With Alt Tags?
The Significance of Your URL
Another Look at Site Content and Additional Design Factors
Internet Resources

Chapter 4:
Search Engine and Directory Submission Strategies
Maximizing Exposure with Search Tools
Understanding Search Engines and Directories
Maximizing Visibility with Submission Pointers
Coming to Terms with the Proper Use of Keywords
Great Descriptions Return Great Results
Multiple Listings Do Help!
Development of Doorway Pages
An In-Depth Look at Yahoo
An In-Depth Look at AltaVista
Effective and Efficient Use of Submission Tools and Services
Don. t Submit Before You. re Ready!
Are You Already Listed?
Observe Your Competition
Does Link Popularity Affect Rankings?
Other Effective Methods of Promotion
Boosting Your Search Engine Rankings with RealNames
Don. t Try to Trick the Search Engines.
Keep Note of Your Online Efforts
A Few Points of Interest
Internet Resources
Search Engine Search Features and Submission Charts
Submission Tools

Chapter 5:
Using Tourism Newsgroups
to Reach Your Target Market
Newsgroups. An Ideal Marketing Vehicle
The Benefits of Newsgroups
Thousands of Newsgroup Categories
Target Appropriate Newsgroups
Hotels/Motels/Accommodations
Bed and Breakfasts and Country Inns
Outdoor Recreation and Camping
Cruises
Airline Travel
Travel Industry
Theme Parks
Travel Deals
General Travel
Geography Specific
Read the FAQ Files and Abide by the Rules
Lurking for Potential Customers
Tips on Posting Messages
Tips To Ensure Your Messages Will Be Well Received
Keep to the Newsgroup Topic
Stay on the Thread
Make a Contribution
Don. t Post Commercials
You Don. t Have To Have the Last Word
Newsgroup Advertising Hints
Cross-Posting and Spamming
Earning Respect with Newsgroup Netiquette
Have Your Own Newsgroup
The Discussion
The Vote
The Result
Internet Resources

Chapter 6:
Utilizing Signature Files
To Increase Web Site Traffic
Presenting Your E-business Card
Developing Your Signature File
The Do. s and Don. ts of Signature Files
Sig.files To Bring Traffic to Your Web Site
Internet Resources

Chapter 7:
The Email Advantage
Making the Connection
Effective Email Messages
The Importance of Your Email Subject Line
Email To and From Headings Allow You to Personalize
Blind Carbon Copy (BCC)
Effective Email Message Formatting
A Call to Action
Appropriate Email Reply Tips
Always Use Your Signature Files
Discerning Use of Attachments
Before You Click on "Send"
Expressing Yourself with Emoticons and Shorthand
Using Automated Mail Responders. Mailbots and Infobots
Email Marketing Tips
Brochure and Personal Note
Gather a Library of Response
Have More Than One Email Box
Have More Than One Email Folder
Run An Opt-in Email Marketing Campaign
Following Formalities with Email Netiquette
Reply Promptly
The Heart of Customer Service
HTML or Text Messages?
Internet Resources

Chapter 8:
Mailing Lists. Reach Out to Your Visitors
Connecting with Your Target Audience
Types of Mailing Lists
Moderated Lists
Unmoderated Lists
Targeting Appropriate Mailing Lists
Finding the Right Mailing List
Bed and Breakfasts
Country Inn
Outdoor Recreation and Camping
Cruises
Airline Travel
Travel Industry
Theme Parks
Travel Deals
General Travel
Geographic Specific Travel
Subscribing to Your Target Mailing Lists
List Digests
Composing Effective Messages
Building Your Own Private Mailing Lists
Launching Your Own Publicly Available Mailing List
Escape the Unsolicited Bulk Email Trend
Internet Resources for Chapter 8
Lists of Mail Lists
Email List Builder Programs

Chapter 9:
Grand Opening Tips for You
Web Site Virtual Launch
Launching and Announcing Your Web Site
Your Web Site Virtual Launch
Internet Resources

Chapter 10:
Develop a Dynamite Links Strategy
Links Have Staying Power
Everything Links to You
Strategies for Finding Appropriate Link Sites
Explore These URLs
Tools To Identify Your Competitors. Links
Other Potential Link Strategies
Winning Approval for Potential Links
Making Your Link the Place to "Click"
To Add or Not To Add Your Site to Free For All Links
Get Linked from Geographic Sites
Add Value with Affiliate or Associate Programs
Maintaining a Marketing Log
A Word of Caution with Link Trading
Internet Resources
Tourism Portals
Tools That Check For Dead Links
Reciprocal Link Information
Free For All Link Sites

Chapter 11:
Winning Awards/Cool Sites and More
It. s an Honor Just To Be Nominated
Choosing Your Awards and Submitting to Win
What. s Hot and What. s Not in the Name of Cool
Displaying Awards on Your Site
Starting Your Own Award Program
Internet Resources
Awards
What. s New
Hot Sites/Cool Sites
Tools

Chapter 12:
Maximizing Promotion with Meta-Indexes
What Are Meta-Indexes?
How To Find Appropriate Meta-Indexes
Hotels/Motels/Accommodations Meta-Indexes
Bed and Breakfasts and Country Inns Meta-Indexes
Outdoor Recreation and Camping Meta-Indexes
Cruise Meta-Indexes
Airline Travel Meta-Indexes
Travel Industry Meta-Indexes
Theme Park Meta-Indexes
Travel Deals Meta-Indexes
General Travel Meta-Indexes
Geographic Specific Meta-Indexes
Timeshare Meta-Indexes
Enlisting Meta-Indexes for Optimal Exposure
Review the Work of Some Meta-Index Giants
Internet Resources

Chapter 13:
Online Advertising
Expanding Your Exposure Through Internet Advertising
Maximize Advertising with Your Objectives in Mind
Online Advertising Terminology
Banner Ads
Click-Throughs
Hits
Impression
CPM
Keywords
IP Addresses (Geo Targeting)
Jump on the Banner Wagon
Tips for Designing Your Banner Ads
Advanced Banner Ad Options
Location, Location, Location
Search Engines
Content Sites
Banner Ad Price Factors
Make Sure Your Banner Ad Is Seen
Banner Ad Placement. Where Should You Place Your Ad?
Making It Easy with Online Advertising Agencies
Saving Money with Banner Exchange Programs
Bartering for Mutual Benefits with Banner Trading
Tips for Succeeding with Classified Ads
Form Lasting Advertising with Sponsorships
Commercial Links
Sponsoring a Mailing List
Cross-Promoting Your Tourism Web Site
Online and Offline Promotion
Internet Resources
Banner Ad Tools
Online Advertising Agencies
Ad Networks
Banner Exchanges
Banner Advertising Price Information
Online Advertising Education

Chapter 14:
Associate and Affiliate Programs
Affiliate Programs. Increase Traffic to Your Tourism Site
Commission-Based Affiliate Programs
Flat-Fee Referral Programs
Click-Through Programs
Selecting an Affiliate Program That Is Right for You
How To Succeed With Your Affiliate Site
How Affiliate Programs Can Benefit Your Tourism Operation
Starting Your Own Affiliate Program
Develop Mirror Sites for Each of Your Affiliates
Pay an Affiliate Program Service
To Track Your Affiliates. Success
Purchasing Affiliate Tracking Software
Automated Signup
Automated Tracking Systems
Automatic Contact Systems
Real-Time Statistics
Variable-Payment Option
Automatic Check Payment
Automatic Reporting Period Statistic Distribution
The Travelocity.com Example
Internet Resources
Popular Tourism Sites With Affiliate Programs
More Popular Affiliate Programs

Chapter 15:
The Cybermall Advantage
The Advantages of Internet Shopping Centers
When Are Cybermalls Appropriate?
Cybermall Categories
Geographic Region
Products and/or Services
Industry
Unrelated Products and Services
Catering to One Demographic
Typical Cybermall Products and Services
Selecting the Right Cybermall
High-Speed Access
Home Page and Interface
Domain Name
Hardware
Categories
Online and Offline Promotion
Site Maintenance Activities
Secure Server
Credit Card Merchant Account
Promotions
Commission Fees
Cybermall History and Reputation
Other Features and Services Provided by the Cybermall
Cybermall Features
Electronic Shopping Carts
Secure Ordering
Search Capabilities
More Than One Cybermall?
Cybermall Pricing
Where to Look for Cybermalls
Travel Malls
Geographic Travel Cybermall
Enticing Customers with Coupons and Discounts
Internet Resources

Chapter 16:
Ecommerce. Accept Online Reservations
Online Travel and Ecommerce. We. ve Just Begun
Further Evidence of Ecommerce on the Rise
What Is Ecommerce?
Features of Ecommerce Sites
Shopping Carts
Database Integration
Gift-Wrapping
Shipping Options
Tracking Promotions
Reminder Services
Taking Reservations Online with Ecommerce
Putting It All Together
Web Trust
Web Seals of Assurance
Security Matters
Who Will Consumers Trust?
Internet Resources
Related Links
Resources
Successful Ecommerce Sites

Chapter 17:
Keep . Em Coming Back
Encourage Repeat Visits
Use a What. s New Page for Repeat Hits
Everyone Loves Free Stuff
Resisting a Deal Is Hard with Coupons and Discounts
Offer a Virtual Tour of Your Tourism Operation
A Calendar of Events Keeps Visitors Informed
Lure Customers with Contests and Competitions
Create Useful Links from Your Site
Tips Can Encourage Repeat Visits
Ensuring Your Site Gets Bookmarked
World Interaction with Bulletin Boards
Encourage Repeat Visits with Your Site of the Day
Keep Them Happy with Cartoons
Sending Postcards Around the Internet
Benefiting from Humor with Jokes and Trivia
Everybody Loves Games
Keep Customers in Touch with Update Reminders
Special Events Reminder Services
Adding Image with Advice Columns
Using Reward Programs to Your Advantage
Internet Resources
Design Tips

Chapter 18:
Maximizing Media Relations
Managing Effective Public Relations
Benefits of Publicity vs. Advertising
What Is a Press Release?
Writing a Press Release
Notice of Release
Header
Headline
City and Date
The Body
The Close
Advantages of Interactive Press Releases
Sending Press Releases on Your Own
vs. Using a Distribution Service
Where To Submit Your Tourism-Related Press Release
Golden Tips for Press Release Distribution
Timing and Deadlines
Monthly Magazines
Daily Newspapers
TV and Radio
Formatting Your Email Press Release
What Is Considered Newsworthy?
What Isn. t Considered Newsworthy?
Preparing Your Press Kits/Media Kits
Develop an Online Media Center for Public Relations
Internet Resources
Press Releases
Where to Submit Your Press Releases
Promote Mailing Lists and Newsletters
Paid Help
Tips for Printed Press Releases

Chapter 19:
Online Publications
Appealing to Magazine Subscribers on the Net
What Exactly Are Ezines?
Web-Based Ezines
Email Ezines
Using Ezines as Marketing Tools
Finding Appropriate Ezines for Your Marketing Effort
Tourism Accommodation Ezines/Newsletters
Outdoor Recreation and Camping Ezines/Newsletters
Cruise Ezines/Newsletters
Airline Travel Ezines/Newsletters
Travel Industry Ezines/Newsletters
Travel Deals Ezines/Newsletters
General Travel Ezines/Newsletters
Geographic Specific Ezines/Newsletters
The Multiple Advantages of Ezine Advertising
Guidelines for Your Advertising
Other Marketing Opportunities with Ezines
Starting Your Own Ezine
Internet Resources

Chapter 20:
Web Rings as a Promotion Tool
An Effective Alternative to Search Engines and Directories
What Are Web Rings?
How Do Web Rings Work?
How to Participate in Web Rings
Hotels/Motels/Accommodations
Bed and Breakfasts and Country Inns
Outdoor Recreation and Camping
Cruises
Travel Industry
Theme Parks
Geographic Specific
Timeshares
Web Ring Participation Costs
The Benefits of Web Rings
Business Reluctance to Participate in Web Rings
Other Marketing Opportunities Provided by Web Rings
Internet Resources

Chapter 21:
Effective Offline Promotion
Offline Promotion Objectives
Exposing Your URL Using Corporate Literature and Material
URL Exposure Through Promotional Items
Promoting Your URL on Clothing
Promoting Your URL on Novelty Items
Promotion with a Touch of Creativity
Internet Resources

Chapter 22:
Where Are Your Visitors Coming
From? Web Traffic Analysis
Do You Know Who Your Visitors Are?
Using Log Files to Your Advantage
Analyzing Log Files with Web Traffic Analysis Software
Developing a Profile of Your Web Site Visitors
Which Pages Are Popular, and Which Pages Are Not
Find Out How Each Visitor Found Your Site
Identifying Your Target Market
Finding Out What Forms of Online Promotion Work
Managing Your Online Tourism Operation
How To Get Web Traffic Analysis Software
Popular Web Traffic Analysis Software
Internet Resources
Free Web Traffic Analysis Services
Web Traffic Analysis Education

Chapter 23:
Give Them a Virtual Tour with Webcasting
Streaming Versus Nonstreaming Media
Advertising Your Tourism Operation with Rich Media
Higher Recall
Better Branding
More Click-Throughs
More Likeable
More Reasons To Use Rich Media Advertising
The Barriers to Webcasting (Rich-Media) Acceptance
Cost
Rich-Media Advertising Is Not Accepted by All Sites
Bandwidth Constraints
Irritates User
Too Complicated
The Technology Changes Too Often
Uses of Webcasting
Prominent Webcasters
Internet Resources

About the Author
Appendix A: Terminology Appendix
                B: NewsgroupsAppendix
                C: Search Engines Appendix
                D: Internet Marketing Resources
                E: Implementation and Maintenance
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