Data Management

Database Marketing as a Key Marketing Tool for Tourist Organizations: Some Evidence of Infocenter Patras

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Executive Summary

Destination database marketing has its advantages and disadvantages. This paper defines database and its growth, explains the advantages of tourist database, provides an overview of the historical growth of database, and presents the structure of a tourist database. Database Marketing offers considerable potential to achieve competitive advantage. Database marketing can be defined as gathering, saving and using the maximum of useful knowledge for actual and prospective customers. Database in tourism contributes dynamically towards the evaluation of developmental possibilities and in targeting the right tourist markets. The objectives of Destination Database is to help to make individual choices from a broad menu of travel and activity options, to know what tourists-customers want, to maximize net economic social benefit from tourism development. Database technology can be used to spot and reach new visitors. An expanded tourist database provides best opportunities for several applications directly to individuals. Building a database is a complicated task. Without maintenance databases become quickly obsolete and so for this an updated mechanism is very important to maintain the accuracy and quality of database. Database Marketing enables tourism professionals to keep learning about tourists. This paper also throws light on the limitations of the study conducted on a local Tourist Information Centre, Infocenter Patras and the factors on which the future research can be conducted.

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