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6. Tracking Online Consumer Behaviour in Tourism
Online consumer behaviour
tracking includes data regarding customers’ purchases on
e-commerce platforms, the websites, and products they browse,
and insights from their online profiles, such as their
interests and views.
Customer data and information purposely collected by tourism booking systems or customer-relations management (CRM) systems to re-invent customer engagement around service and convenience.
Additionally, consumer behaviour tracking can be very useful to businesses in providing several insights into how consumers engage with the product and its competitors – this is known as customer analytics.
Some popular tracking methods include:
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Reviewing customer feedback;
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Using artificial intelligence (AI) and analytics, which can help the business plan the strategy and become proactive in the marketing efforts;
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Creating community forums for the brand;
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Exploring omnichannel marketing, which focuses on customer behaviour across different channels to link all online interactions to streamline the customer journey;
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Using Google Surveys;
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Using QR codes: these have become universal tools in e-commerce digital marketing campaigns. With the help of QR codes, companies can link consumers to a specific product and track their transaction history and frequency of purchase;
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Making use of Search Engine Optimisation (SEO).
The role of customer data and information when tracking online behaviour is critical for tourism organisations to provide an increasingly authentic, unique and inspirational travel experience, as well as convenience to tourism and hospitality customers.
Online tracking methods provide significant opportunities for businesses to harness the wealth of data to support their activities and gain competitive advantage.