Module 2: Customer engagement

In this online course, we delve into the digitalization of sustainable cultural tourism (SCT), focusing on how small and medium enterprises (SMEs) can leverage digital technologies to amplify their business reach and customer engagement. Building on the foundational concepts of digital marketing introduced in the previous module, we explore strategies to enhance online presence and engagement, utilizing the RACE (Reach, Act, Convert, Engage) model to guide SMEs through the customer lifecycle. We emphasize the importance of planning and setting clear, measurable goals before diving into digital marketing tactics like SEO, pay-per-click advertising, and the strategic use of social media to attract and retain customers. The course also covers the critical roles of online booking systems, customer reviews, and email marketing in converting interest into sales and fostering long-term brand loyalty. By employing a mix of digital tools and strategies tailored to their unique needs and goals, SMEs in the SCT sector can effectively attract, engage, and retain customers, driving sustainable business growth.