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Publications


The fully revised and extended 2014 edition of the UNWTO-ETC
Handbook on E-marketing for Tourism Destinations
is available now!

This Handbook presents a comprehensive overview of the continuously changing environment of e-marketing in the tourism sector.

This handbook covers all essential aspects of an e-marketing strategy including strategic planning, branding measures, content-building, search engine optimization, e-commerce and email marketing.

It also includes valuable information on how to use e-marketing as a way to collaborate with the travel trade and the media alongside recommendations for crisis communication.

In view of the rapid expansion of new technologies in the tourism sector, the Handbook also provides practical information on latest trends and developments in mobile marketing and social media, as well as detailed insight into the measurement of effective e-marketing strategies using the latest technologies.

It further outlines current best practices in the field of destination e-marketing and provides destination marketers with a legal framework for their online marketing activities.

Publisher: UNWTO
Commissioned to: TEAM Tourism Consulting
Authors: Karin Elgin-Nijhuis, Jon Munro and Christian Maurer
Editor: Carolyn George
ISBN (electronic version): 978-92-844-1575-5
ISBN (print version): 978-92-844-1574-8

Visit the UNWTO website to get a printed copy or an electronic copy (pdf) of the 2014 Handbook on E-marketing for Tourism Destinations.

The 2014 Handbook follows and more or less replaces two earlier publications, namely:

Handbook on E-marketing for Tourism Destinations (2008)
Publishers: ETC and UNWTO
Commissioned to: TEAM Tourism Consulting
Authors: Peter Varlow, Roger Carter and Karin Elgin-Nijhuis

Evaluating and Improving Websites - The Destination Web Watch (2005)
Publisher: UNWTO
Commissioned to: Elgin & Co. (formerly Interimair Internet Consultancy)
Managing author: Karin Elgin-Nijhuis
Contributors include: Maggie Bowen (SitesToGo), Christa Oertel (IZT)


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Website Audit

The initial non-sector specific Website Audit, including a full accessibility (WAI) evaluation and search engine performance assessment. webdesign image

Strategic Website Evaluation

In depth Strategic Website Evaluation includes the Website Audit and a further in-depth Strategic Evaluation. webdesign image

Online User Survey

Learn more about the visitors to your site. Online surveys offer a fast, low cost method of asking detailed questions of specific target groups. webdesign image

Newsletter Audit

Email Newsletter Audit, developed to assist DMOs in making correct and effective use of the electronic newsletter. webdesign image

Laboratory Testing

Laboratory Testing is a thorough assessment of decision-making processes of consumers when navigating your site. webdesign image