Evaluation of the digital marketing strategy of a National Tourism Organisation (NTO)

The HES-SO Valais analyzed in detail the digital marketing strategy of Switzerland Tourism as part of a general audit of the marketing work of the national tourism organization for the Swiss government. The evaluation was based on an international benchmark of digital tourism marketing for a number of countries (D, F, A, I, UK, POR, DK, NZL and USA). We analyzed the "digital maturity" of NTOs and the use of digital marketing tools based on objective criteria. Our 360° approach evaluated the quality, breadth and intensity as well as the professionalism of the use of digital instruments such as website, social media, use of digital marketing instruments (eCRM / e-mail marketing, SEO, SEM, data-based advertising formats such as program advertising, retargeting, etc.), use of mobile technologies (apps, web apps), use of new technologies from the field of virtual and augmented reality or artificial intelligence (e.g. use of chatbots on the customer side or with large data approaches in the field of business intelligence).