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CONVERSION RATE OPTIMISATION IN TOURISM AND HOSPITALITY INDUSTRY. IMPROVING ONLINE PERFORMANCE
Abstract
Taking full advantage of online global development, tourism and hospitality industry is rapidly growing its e-tourism wings. In the context of globalization and high competitivity, managers must face the new dimension of the market. Speaking in terms of impact and efficiency, conversion rate optimization it's one of the elements that must be taken into consideration by any manager when establishing online strategy. Presenting case studies of online performance improvement - by changing website copy, elements displayed and newsletter dynamic messages - authors provide efficient examples for managers in tourism and hospitality sector.
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