SoCoMo Marketing for Travel and Tourism

The paper calls this combination social context mobile (SoCoMo) marketing and offers a first definition, and proposes a conceptual framework that illustrates the idea of SoCoMo marketing and provides room for a number of implications.

Abstract

Advances in mobile technologies have enhanced the capabilities of marketers to identify the immediate preferences of consumers through social media. Latest generation devices are increasingly equipped with sensors that allow the reception of context-aware information about the consumers and their devices. This conceptual paper suggests that the combination of social media and context-aware technologies in mobile devices opens up a whole new range of opportunities for marketing. The paper calls this combination social context mobile (SoCoMo) marketing and offers a first definition. It also proposes a conceptual framework that illustrates the idea of SoCoMo marketing and provides room for a number of implications. It further explores the potential of this new marketing approach for travel and tourism and concludes that there are great prospects for the success of SoCoMo marketing in the near future.