Interactive Voice Assistants for Travel Planning. Insights for Tourism Marketing Communication of Destination Management Organizations

      Аннотация: Current challenges in tourism marketing of Destination Management Organizations (DMOs) consist in the design of unique, emotional, and holistic travel experiences for visitors as well as in the use of new and innovative information and communication technologies in order to be successful in a highly competitive environment, reach out to visitors and their attention along the touch points of a visitor journey, and bind them to the destination in the long term. In view of the increasing use of Interactive Voice Assistants (IVAs) by tourism providers such as a Destination Management Organization, and the relevance of this innovative technology for marketing communication, the questions remains whether DMOs can even reach out to their visitors through IVAs and whether this technology is accepted by them as a new digital platform from which they can gather their travel information. This book therefore examines the use and acceptance of IVAs for travel planning in more detail.

Ключевые слова: destination marketing, Artificial Intelligence, communication, Experience Marketing, Technology Acceptance Model, Innovative Technology, Interactive Voice Assistant, destination management, tourism marketing