COURSE DESCRIPTION:

E-Tourism is known as the digitization of all processes and value chains in the tourism, travel, hospitality and catering industries that enables organizations to maximize their efficiency and effectiveness.
The 15 hours course topics will cover the impact of digital technologies on the tourism industry and its businesses, considering the changes in new tourists’ needs and trends to consume the touristic experiences. The training course will also raise attention to the social responsible practices required by practitioners in e- tourism marketing and social media as stipulated by the Global Code of Ethics for Tourism guidelines.
Participants will be able to develop a digital marketing plan offerings, channel distribution, pricing and communication strategies according to different touristic businesses. The course focuses on the online communication through websites applications and advertising channels using specific case studies on social media, marketing campaigns and success stories in tourism and hospitality.

WHO WILL ATTEND? This course is designed for managers who seek to promote their work successfully at organizations and businesses in hospitality and tourism industries; hospitality, transportation, entertainment companies, destination brand organizations, and social media agencies.

TABLE OF CONTENTS:
1. Introduction to Digital Marketing

• The nature of E-Marketing
• Why digital marketing
• Benefits of Digital Marketing
• Roles in Digital Marketing
• Digital Advertising Mechanisms
• Search engine Marketing –SEO
• Search marketing -ppc
• Objective Setting, Optimization & Testing
• Responsible practices the Global Code of Ethics for E- Tourism
2. Impact of the Internet in Tourism Consumer Behaviors On-line
Online Business Models in Tourism:
• Transportation
• Hospitality
• Tour operators
• Intermediaries
3. Digital Marketing Strategy and Planning
The process of E-Tourism planning , strategy and structure:
• Situation analysis
• Information gathering
• Audience Definition
• Market and product development
• Business objectives
• Target Marketing Strategy
• Positioning and differentiation strategy
• Digital tools
• Action plan
• Measurement
• Multichannel Distribution
• Online communication Mix and budget
• Problems in making planning work
4. Overview in E-Tourism Channel

• Introduction to social media (definition)
• Mobile Marketing
• E-mail marketing and SMS
• Social media analytics
• Interactive display advertising
• * Social media marketing (social sharing):
1-Facebook pages& ads
2-Video &YouTube marketing& ads
3-Twitter best practices ads
4-Marketing through LinkedIn& ads
5-Instagram marketing& ads
COURSE OBJECTIVES:

This course aims at developing employees’ ability to:
• Understand the hospitality and tourism marketing process.
• Develop hospitality and tourism marketing opportunities & strategies.
• Developing the hospitality and tourism mix.
• Manage hospitality and tourism marketing.
• Understand how social media impacts marking in the hospitality business.
• The strategic role of digital marketing in the tourism industry
• Create and manage social media advertising
• Understand the basics simple digital marketing and Search Engine Optimization (SEO).
• Understand the Global Code Of Ethics in digital marketing for tourism