At this moment we are seeing a confluence of practices and technologies into smarter computing capabilities that enable organizations to accomplish intelligent actions to address time-sensitive business processes and benefit from analytics. Business Intelligence processes within companies allow obtaining blue oceans where a strong growth and high business benefits are pursued through the creation of a new demand in an unknown strategic space, instead of facing competitors pursued to achieve customers in an already developed activity. This article describes a case study where the behavior of virtual visitors from the BRIC (Brazil, China, India and Russia) market into one of the most important country websites focusing its activity on tourism. Through the study of web analytics on the website, it will be showcased different interests identified via digital footprint left by the virtual visitors and depending on their country of origin. This fact will allow harmonizing the content and supply of tourism resources of the web site with regard to virtual visitors from these markets. Ultimately, it will allow to direct actions of specific emarketing to the BRIC market.
The incorporation of information technologies (ITs) in the tourism sector has enabled marketing actions to be enhanced through websites. In this context, destinations' online portals have become a key tool to promote territories. Vast amount of money is invested in developing these virtual sites and lately, also increasing interest has been put towards their performance analysis. This study has been applied to Spain.info website in order to track virtual visitors' digital footprint. The analysis conducted through the Destination Web Monitor (DWM) system has allowed taking into consideration the behavior of visitors in the website in order to obtain results on their interests when visiting the portal. The article mainly focuses on Brazil, Russia, India, and China (BRIC), considered as markets of opportunity for the tourism sector in Spain. Results provided insights on to whom, when, and how to develop potential e-marketing campaigns.
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