Internet Marketing for Your Tourism Business

by Sweeney, Susan

• ISBN13: 9781885068477
• ISBN10: 1885068476
• Format: Paperback
• Copyright: 2000-07-01
• Publisher: Maximum Pr

Summary

From the basics of planning an online marketing strategy to using newsgroups and site links, this book provides business owners with everything they need to make their Web site the destination of choice for travelers, including Web site design guidelines, search engine tips, and online advertising opportunities.

Table of Contents

Introduction	xxii
Your ``Members Only'' Web Site	xxiv
Marketing Principles	1	(13)
Objectives	2	(5)
Taking Reservations Online	3	(1)
Promoting Your Tourism Operation	3	(1)
Selling Products or Services	4	(1)
Creating and Establishing Your Operation's Identity or Brand Awareness	4	(1)
Providing Customer Service and Product Support	5	(1)
Generating Repeat Traffic	5	(1)
Advertising an Event, Product, or Service	6	(1)
Product or Service	7	(2)
Target Market	9	(3)
Internet Resources	12	(2)
Essentials of Web Site Design	14	(27)
Building Traffic to Your Tourism Site	15	(1)
Consider Your Web Site Objectives First	15	(1)
Presenting Your Operations's Web Site Message Clearly	16	(1)
Using Competitor Sites to Your Advantage	17	(1)
Realizing the Potential of Your Domain Name	17	(4)
The Essentials of Your Web Site Design	21	(4)
Keeping Web Site Graphics in Perspective	25	(1)
Provide Ease of Navigation with User-Friendly Site Maps	26	(1)
Identify Your Site with Page Titles	27	(3)
Viewing Your Site Through Browser Eyes	30	(1)
Choosing Web Site Features To Meet Marketing Objectives	31	(2)
Customer-Enticing Traffic Builders	31	(1)
Free Offers	32	(1)
Coupons	32	(1)
Contests	32	(1)
Interactive Tours	33	(1)
Guiding the Search Engines with Meta-Information	33	(3)
Meta and Header Elements	34	(2)
The Future of Meta Tags	36	(1)
Internet Resources	37	(4)
Review Your Site	37	(1)
Meta Tags	38	(1)
References	39	(1)
Graphics	40	(1)
Designing Your Site for Search Engine Prominence	41	(23)
Increasing Your Web Site's Exposure on the Internet	42	(1)
Search Engines and Their Indexing Methods	43	(1)
Use of Image Maps	43	(1)
Don't Spam the Search Engines	44	(1)
Meta Refresh	45	(1)
Search Engines and Frames	46	(2)
Effective Use of Splash Pages	48	(1)
Dynamic Pages and Special Characters	48	(1)
Pointers To Remember When Using Tables	49	(1)
Maximizing Your Web Site's Visibility with Directories	50	(1)
The Importance of Keywords	51	(3)
Tips To Remember for Spider and Crawler Discoveries	54	(1)
Study Competing Sites	55	(2)
The Benefits of Descriptive Page Titles	57	(1)
The Importance of Meta Tags	58	(1)
Why Bother With Alt Tags?	59	(1)
The Significance of Your URL	59	(1)
Another Look at Site Content and Additional Design Factors	60	(1)
Internet Resources	61	(3)
Search Engine and Directory Submission Strategies	64	(58)
Maximizing Exposure with Search Tools	64	(1)
Understanding Search Engines and Directories	65	(18)
Maximizing Visibility with Submission Pointers	83	(5)
Coming to Terms with the Proper Use of Keywords	88	(1)
Great Descriptions Return Great Results	89	(1)
Multiple Listings Do Help!	90	(1)
Development of Doorway Pages	90	(2)
An In-Depth Look at Yahoo	92	(4)
An In-Depth Look at Alta Vista	96	(3)
Effective and Efficient Use of Submission Tools and Services	99	(2)
Don't Submit Before You're Ready!	101	(1)
Are You Already Listed?	102	(1)
Observe Your Competition	102	(1)
Does Link Popularity Affect Rankings?	103	(1)
Other Effective Methods of Promotion	103	(4)
Boosting Your Search Engine Rankings with Real Names	107	(5)
Don't Try to Trick the Search Engines'	112	(1)
Keep Note of Your Online Efforts	113	(1)
A Few Points of Interest	114	(2)
Internet Resources	116	(6)
Search Engine Search Features and Submission Charts	117	(1)
Submission Tools	118	(4)
Using Tourism Newsgroups to Reach Your Target Market	122	(22)
Newsgroups---An Ideal Marketing Vehicle	123	(1)
The Benefits of Newsgroups	124	(1)
Thousands of Newsgroup Categories	125	(1)
Target Appropriate Newsgroups	126	(6)
Hotels/Motels/Accommodations	128	(1)
Bed and Breakfasts and Country Inns	128	(1)
Outdoor Recreation and Camping	128	(1)
Cruises	129	(1)
Airline Travel	130	(1)
Travel Industry	130	(1)
Theme Parks	130	(1)
Travel Deals	130	(1)
General Travel	130	(1)
Geography Specific	131	(1)
Read the FAQ Files and Abide by the Rules	132	(1)
Lurking for Potential Customers	132	(1)
Tips on Posting Messages	132	(4)
Tips To Ensure Your Messages Will Be Well Received	134	(1)
Keep to the Newsgroup Topic	134	(1)
Stay on the Thread	134	(1)
Make a Contribution	135	(1)
Don't Post Commercials	135	(1)
You Don't Have To Have the Last Word	135	(1)
Signature Files as Your E-business Card	136	(1)
Newsgroup Advertising Hints	137	(1)
Cross-Posting and Spamming	138	(1)
Earning Respect with Newsgroup Netiquette	139	(1)
Have Your Own Newsgroup	140	(1)
The Discussion	140	(1)
The Vote	140	(1)
The Result	140	(1)
Internet Resources	141	(3)
Utilizing Signature Files To Increase Web Site Traffic	144	(10)
Presenting Your E-business Card	144	(1)
Developing Your Signature File	145	(2)
The Do's and Don'ts of Signature Files	147	(2)
Sig.files to Bring Traffic to Your Web Site	149	(3)
Internet Resources	152	(2)
The E-mail Advantage	154	(21)
Making the Connection	155	(1)
Effective E-mail Messages	155	(1)
The Importance of Your E-mail Subject Line	156	(1)
E-mail To and From Headings Allow You to Personalize	156	(1)
Blind Carbon Copy (BCC)	157	(1)
Effective E-mail Message Formatting	157	(2)
A Call to Action	158	(1)
Appropriate E-mail Reply Tips	159	(1)
Always Use Your Signature Files	160	(1)
Discerning Use of Attachments	160	(1)
Before You Click on ``Send''	161	(1)
Expressing Yourself with Emoticons and Shorthand	161	(3)
Using Automated Mail Responders---Mailbots and Infobots	164	(1)
E-mail Marketing Tips	165	(3)
Brochure and Personal Note	166	(1)
Gather a Library of Responses	166	(1)
Have More Than One E-mail Box	166	(1)
Have More Than One E-mail Folder	167	(1)
Run An Opt-in E-mail Marketing Campaign	167	(1)
Following Formalities with E-mail Netiquette	168	(1)
Reply Promptly	168	(1)
The Heart of Customer Service	169	(2)
HTML or Text Messages?	171	(1)
Internet Resources	172	(3)
Mailing Lists---Reach Out to Your Visitors	175	(28)
Connecting with Your Target Audience	176	(1)
Types of Mailing Lists	176	(1)
Moderated Lists	177	(1)
Unmoderated Lists	177	(1)
Targeting Appropriate Mailing Lists	177	(5)
Finding the Right Mailing List	182	(5)
Bed and Breakfasts	182	(1)
Country Inn	183	(1)
Outdoor Recreation and Camping	183	(1)
Cruises	184	(1)
Airline Travel	184	(1)
Travel Industry	184	(1)
Theme Parks	184	(1)
Travel Deals	185	(1)
General Travel	185	(1)
Geographic Specific Travel	186	(1)
Subscribing to Your Target Mailing Lists	187	(2)
List Digests	188	(1)
Composing Effective Messages	189	(1)
Building Your Own Private Mailing Lists	190	(6)
Launching Your Own Publicly Available Mailing List	196	(2)
Escape the Unsolicited Bulk E-mail Trend	198	(1)
Internet Resources for Chapter 8	198	(5)
Lists of Mail Lists	198	(3)
E-mail List Builder Programs	201	(2)
Grand Opening Tips for You Web Site Virtual Launch	203	(4)
Launching and Announcing Your Web Site	203	(1)
Your Web Site Virtual Launch	204	(1)
Internet Resources	205	(2)
Develop a Dynamite Links Strategy	207	(19)
Links Have Staying Power	208	(1)
Everything Links to You	208	(2)
Strategies for Finding Appropriate Link Sites	210	(1)
Explore These URLs	211	(1)
Tools To Identify Your Competitors' Links	212	(3)
Other Potential Link Strategies	215	(1)
Winning Approval for Potential Links	215	(4)
Making Your Link the Place to ``Click''	219	(1)
To Add or Not To Add Your Site to Free For All Links	220	(1)
Get Linked from Geographic Sites	220	(1)
Add Value with Affiliate or Associate Programs	221	(1)
Maintaining a Marketing Log	221	(1)
A Word of Caution with Link Trading	221	(1)
Internet Resources	222	(4)
Tourism Portals	222	(1)
Tools That Check For Dead Links	223	(1)
Reciprocal Link Information	224	(1)
Free For All Link Sites	224	(2)
Winning Awards/Cool Sites and More	226	(14)
It's an Honor Just To Be Nominated	227	(2)
Choosing Your Awards and Submitting to Win	229	(4)
What's Hot and What's Not in the Name of Cool	233	(1)
Displaying Awards on Your Site	234	(1)
Starting Your Own Award Program	234	(1)
Internet Resources	235	(5)
Awards	235	(2)
What's New	237	(1)
Hot Sites/Cool Sites	237	(2)
Tools	239	(1)
Maximizing Promotion with Meta-Indexes	240	(19)
What Are Meta-Indexes?	240	(2)
How To Find Appropriate Meta-Indexes	242	(11)
Hotels/Motels/Accommodations Meta-Indexes	244	(2)
Bed and Breakfasts and Country Inns Meta-Indexes	246	(1)
Outdoor Recreation and Camping Meta-Indexes	247	(1)
Cruise Meta-Indexes	247	(1)
Airline Travel Meta-Indexes	248	(1)
Travel Industry Meta-Indexes	248	(1)
Theme Park Meta-Indexes	249	(1)
Travel Deals Meta-Indexes	250	(1)
General Travel Meta-Indexes	250	(1)
Geographic Specific Meta-Indexes	251	(2)
Timeshare Meta-Indexes	253	(1)
Enlisting Meta-Indexes for Optimal Exposure	253	(1)
Review the Work of Some Meta-Index Giants	254	(1)
Internet Resources	255	(4)
Online Advertising	259	(33)
Expanding Your Exposure Through Internet Advertising	260	(1)
Maximize Advertising with Your Objectives in Mind	261	(1)
Online Advertising Terminology	262	(2)
Banner Ads	262	(1)
Click-Throughs	262	(1)
Hits	262	(1)
Impression	263	(1)
CPM	263	(1)
Keywords	263	(1)
IP Addresses (Geo Targeting)	264	(1)
Jump on the Banner Wagon	264	(2)
Exploring Your Banner Ad Options	266	(1)
Tips for Designing Your Banner Ads	266	(3)
Advanced Banner Ad Options	269	(3)
Location, Location, Location	272	(2)
Search Engines	272	(1)
Content Sites	273	(1)
Banner Ad Price Factors	274	(1)
Make Sure Your Banner Ad Is Seen	275	(1)
Banner Ad Placement---Where Should You Place Your Ad?	275	(1)
Making It Easy with Online Advertising Agencies	276	(1)
Saving Money with Banner Exchange Programs	277	(2)
Bartering for Mutual Benefits with Banner Trading	279	(2)
Tips for Succeeding with Classified Ads	281	(1)
Form Lasting Advertising with Sponsorships	282	(1)
Commercial Links	283	(1)
Sponsoring a Mailing List	284	(1)
Cross-Promoting Your Tourism Web Site	285	(1)
Online and Offline Promotion	285	(1)
Internet Resources	285	(7)
Banner Ad Tools	285	(1)
Online Advertising Agencies	286	(1)
Ad Networks	287	(2)
Banner Exchanges	289	(1)
Banner Advertising Price Information	290	(1)
Online Advertising Education	290	(2)
Associate and Affiliate Programs	292	(20)
Affiliate Programs---Increase Traffic to Your Tourism Site	293	(1)
Commission-Based Affiliate Programs	293	(2)
Flat-Fee Referral Programs	295	(1)
Click-Through Programs	296	(1)
Selecting an Affiliate Program That Is Right for You	296	(1)
How To Succeed With Your Affiliate Site	297	(1)
How Affiliate Programs Can Benefit Your Tourism Operation	298	(1)
Starting Your Own Affiliate Program	299	(5)
Develop Mirror Sites for Each of Your Affiliates	299	(1)
Pay an Affiliate Program Service to Track Your Affiliates' Success	300	(1)
Purchasing Affiliate Tracking Software	301	(1)
Automated Signup	302	(1)
Automated Tracking Systems	302	(1)
Automatic Contact Systems	302	(1)
Real-Time Statistics	302	(1)
Variable-Payment Option	303	(1)
Automatic Check Payment	303	(1)
Automatic Reporting Period Statistic Distribution	303	(1)
The Travelocity.com Example	304	(5)
Internet Resources	309	(3)
Popular Tourism Sites With Affiliate Programs	310	(1)
More Popular Affiliate Programs	311	(1)
The Cybermall Advantage	312	(19)
The Advantages of Internet Shopping Centers	313	(1)
When Are Cybermalls Appropriate?	313	(2)
Cybermall Categories	315	(2)
Geographic Region	315	(1)
Products and/or Services	316	(1)
Industry	316	(1)
Unrelated Products and Services Catering to One Demographic	317	(1)
Typical Cybermall Products and Services	317	(2)
Selecting the Right Cybermall	319	(3)
High-Speed Access	319	(1)
Home Page and Interface	320	(1)
Domain Name	320	(1)
Hardware	320	(1)
Categories	320	(1)
Online and Offline Promotion	320	(1)
Site Maintenance Activities	321	(1)
Traffic	321	(1)
Secure Server	321	(1)
Credit Card Merchant Account	321	(1)
Promotions	321	(1)
Commission Fees	322	(1)
Cybermall History and Reputation	322	(1)
Other Features and Services Provided by the Cybermall	322	(1)
Cybermall Features	322	(2)
Electronic Shopping Carts	322	(1)
Secure Ordering	323	(1)
Search Capabilities	324	(1)
More Than One Cybermall?	324	(1)
Cybermall Pricing	325	(1)
Where to Look for Cybermalls	325	(2)
Travel Malls	325	(1)
Geographic Travel Cybermalls	326	(1)
Enticing Customers with Coupons and Discounts	327	(1)
Internet Resources	328	(3)
E-commerce---Accept Online Reservations	331	(25)
Online Travel and E-commerce---We've Just Begun	331	(2)
Further Evidence of E-commerce on the Rise	333	(2)
What Is E-commerce?	335	(1)
Features of E-commerce Sites	336	(9)
Shopping Carts	337	(1)
Database Integration	337	(1)
Gift-Wrapping	338	(2)
Shipping Options	340	(1)
Tracking Promotions	341	(1)
Reminder Services	342	(1)
Taking Reservations Online with E-commerce	342	(2)
Putting It All Together	344	(1)
Web Trust	345	(7)
Web Seals of Assurance	347	(3)
Security Matters	350	(1)
Who Will Consumers Trust?	351	(1)
Internet Resources	352	(4)
Related Links	352	(1)
Resources	353	(1)
Successful E-commerce Sites	353	(3)
Keep 'Em Coming Back	356	(24)
Encourage Repeat Visits	357	(1)
Use a What's New Page for Repeat Hits	357	(2)
Everyone Loves Free Stuff	359	(1)
Resisting a Deal Is Hard with Coupons and Discounts	360	(3)
Offer a Virtual Tour of Your Tourism Operation	363	(1)
A Calendar of Events Keeps Visitors Informed	363	(2)
Lure Customers with Contests and Competitions	365	(2)
Create Useful Links from Your Site	367	(1)
Tips Can Encourage Repeat Visits	367	(1)
Ensuring Your Site Gets Bookmarked	368	(1)
World Interaction with Bulletin Boards	369	(1)
Encourage Repeat Visits with Your Site of the Day	370	(1)
Keep Them Happy with Cartoons	371	(1)
Sending Postcards Around the Internet	372	(1)
Benefiting from Humor with Jokes and Trivia	373	(1)
Everybody Loves Games	373	(2)
Keep Customers in Touch with Update Reminders	375	(1)
Special Events Reminder Services	375	(1)
Adding Image with Advice Columns	375	(1)
Using Reward Programs to Your Advantage	376	(2)
Internet Resources	378	(2)
Design Tips	378	(2)
Maximizing Media Relations	380	(22)
Managing Effective Public Relations	381	(1)
Benefits of Publicity vs. Advertising	381	(1)
What Is a Press Release?	382	(2)
Writting a Press Release	382	(1)
Notice of Release	383	(1)
Header	383	(1)
Headline	383	(1)
City and Date	384	(1)
The Body	384	(1)
The Close	384	(1)
Advantages of Interactive Press Releases	384	(1)
Sending Press Releases on Your Own vs. Using a Distribution Service	385	(6)
Where to Submit Your Tourism-Related Press Release	391	(1)
Golden Tips for Press Release Distribution	392	(2)
Timing and Deadlines	393	(1)
Monthly Magazines	394	(1)
Daily Newspapers	394	(1)
TV and Radio	394	(1)
Formatting Your E-mail Press Release	394	(1)
What Is Considered Newsworthy?	395	(1)
What Isn't Considered Newsworthy?	396	(1)
Preparing Your Press Kits/Media Kits	396	(1)
Develop an Online Media Center for Public Relations	397	(2)
Internet Resources	399	(3)
Press Releases	399	(1)
Where to Submit Your Press Releases	399	(2)
Promote Mailing Lists and Newsletters	401	(1)
Paid Help	401	(1)
Tips for Printed Press Releases	401	(1)
Online Publications	402	(19)
Appealing to Magazine Subscribers on the Net	403	(1)
What Exactly Are E-zines?	403	(1)
Web-Based E-zines	403	(4)
E-mail E-zines	407	(1)
Using E-zines as Marketing Tools	407	(1)
Finding Appropriate E-zines for Your Marketing Effort	408	(7)
Tourism Accommodation E-zines/Newsletters	408	(2)
Outdoor Recreation and Camping E-zines/Newsletters	410	(1)
Cruise E-zines/Newsletters	410	(1)
Airline Travel E-zines/Newsletters	411	(1)
Travel Industry E-zines/Newsletters	411	(1)
Travel Deals E-zines/Newsletters	412	(1)
General Travel E-zines/Newsletters	413	(1)
Geographic Specific E-zines/Newsletters	413	(2)
The Multiple Advantages of E-zine Advertising	415	(1)
Guidelines for Your Advertising	415	(2)
Other Marketing Opportunities with E-zines	417	(1)
Starting Your Own E-zines	417	(1)
Internet Resources	418	(3)
Web Rings as a Promotion Tool	421	(16)
An Effective Alternative to Search Engines and Directories	422	(1)
What Are Web Rings?	422	(3)
How Do Web Rings Work?	425	(1)
How to Participate in Web Rings	425	(7)
Hotels/Motels/Accommodations	425	(1)
Bed and Breakfasts and Country Inns	426	(1)
Outdoor Recreation and Camping	426	(1)
Cruises	427	(1)
Travel Industry	428	(1)
Theme Parks	429	(1)
Geographic Specific	429	(2)
Timeshares	431	(1)
Web Ring Participation Costs	432	(1)
The Benefits of Web Rings	433	(1)
Business Reluctance to Participate in Web Rings	433	(2)
Other Marketing Opportunities Provided by Web Rings	435	(1)
Internet Resources	436	(1)
Effective Offline Promotion	437	(9)
Offline Promotion Objectives	437	(1)
Exposing Your URL Using Corporate Literature and Material	438	(1)
URL Exposure Through Promotional Items	439	(2)
Promoting Your URL on Clothing	441	(1)
Promoting Your URL on Novelty Items	442	(2)
Promotion with a Touch of Creativity	444	(1)
Internet Resources	444	(2)
Where Are Your Visitors Coming From? Web Traffic Analysis	446	(15)
Do You Know Who Your Visitors Are?	447	(1)
Using Log Files to Your Advantage	447	(2)
Analyzing Log Files with Web Traffic Analysis Software	449	(6)
Developing a Profile of Your Web Site Visitors	449	(2)
Which Pages Are Popular, and Which Pages Are Not	451	(1)
Find Out How Each Visitor Found Your Site	452	(2)
Identifying Your Target Market	454	(1)
Finding Out What Forms of Online Promotion Work	454	(1)
Managing Your Online Tourism Operation	455	(1)
How To Get Web Traffic Analysis Software	455	(1)
Popular Web Traffic Analysis Software	455	(3)
Internet Resources	458	(3)
Free Web Traffic Analysis Services	458	(1)
Web Traffic Analysis Education	459	(2)
Give Them a Virtual Tour with Webcasting	461	(23)
Streaming Versus Nonstreaming Media	462	(3)
Advertising Your Tourism Operation with Rich Media	465	(3)
Higher Recall	466	(1)
Better Branding	467	(1)
More Click-Throughs	467	(1)
More Likeable	467	(1)
More Reasons To Use Rich Media Advertising	468	(1)
The Barriers to Webcasting (Rich-Media) Acceptance	468	(4)
Cost	469	(1)
Rich-Media Advertising Is Not Accepted by All Sites	469	(1)
Bandwidth Constraints	469	(2)
Irritates User	471	(1)
Too Complicated	471	(1)
The Technology Changes Too Often	472	(1)
Uses of Webcasting	472	(1)
Prominent Webcasters	473	(8)
Internet Resources	481	(3)
About the Author	484	(2)
Appendix A: Terminology	486	(10)
Appendix B: Newsgroups	496	(17)
Appendix C: Search Engines	513	(13)
Appendix D: Internet Marketing Resources	526	(8)
Appendix E: Implementation and Maintenance	534