1. Modern e-Marketing Tools in Tourism Industry
Bringing Together ICT and Youth Engagement
to Develop Kakheti’s Tourism Industry
Presented by: Imeda Imedashvili

2. Introduction What is e-Marketing?
Marketing of products and services using various means of digital technologies

3. e-Marketing tools in Tourism Industry
Modern day Travel Cycle according to UNWTO

4. e-Marketing tools in Tourism Industry
Dreaming phase
Surfs the web , social media platforms ( Travel websites, Facebook, Instagram, etc.)
Researching
Narrowing down choices – TripAdvisor, Google and other search engines
Booking
Booking.com , Airbnb
Experiencing
Where life interactions come into place
Sharing
Social media platforms, TripAdvisor reviews, different blogs, etc.

5. Global Trends SoMo Social Media – Customer service channel
Mobile – Decision making on the the fly

6. Global Trends
Booking.com

7. Global Trends Facts Statistics Last Update Number of Airbnb users
100 million
7/13/16
Number of Airbnb hosts
hosts
Number of Airbnb listings
2,3 million
7/11/16
Average number of nightly Airbnb stays
stays per night
5/27/15
Number of cities that Airbnb is active in
65 000
3/4/17
Number of countries that Airbnb is active in
191 countries
6/30/16
Percentage of Airbnb guests that are female
54 %
9/7/15
Percentage of Airbnb guests that are male
46 %
Total number of Airbnb guest arrivals all time
160 million
2/15/17
Number of active Airbnb NYC listings
43 000
12/15/16
Number of Airbnb units in the U.S.
2/7/16
Top city for active Airbnb listngs
Paris
Global Trends
Airbnb

8. Local Trends Word-of-mouth Organized travel SoMo Global trends
Domestic individual travelers rely on information provided from peers
Organized travel
Most popular Georgian tourism website Turebi.ge offers organized tours domestically
SoMo
Mainly utilized by well developed tourism service providers
Global trends

9. Gap Analysis  

10. Gap Analysis Booking stage Experiencing stage Sharing stage
Property online management
Quality of the content
Overpricing
Outdated Information
Naming of the properties
Experiencing stage
Quality of the service
Language barrier
Charging more to the foreign travelers
Sharing stage
Lack of the feedback

11. Thank you for your attention
If you have any questions please ask