An overview of the main innovations in e-marketing

This chapter summarizes through the use of concept maps (CM), the main innovations in online marketing that have an influence on the tourism industry. The main innovations are broken down into two principal areas, namely, customers and new ways of communication: customers, who create communities and influence other members drawing from their experiences; new ways of communication made explicit though e-Advertising or web sites. Consumers also have the power to generate independent means of network persuasion not controlled directly by firms themselves.