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Tourism industry marketing: Why Wikipedia matters

Here at Advant Technology, we specalise in paid digital media but we still keep our ear to the ground to see what’s happening in the wider marketing world.

We recently came across a fascinating academic article highlighting the value of content in increasing overnight stays in smaller cities.

How, you ask? By adding information to Wikipedia pages where there was relatively little information, consumers were able to make a more informed decision, this information influenced where they decided to travel and for how long.

The article highlights the importance of having a strong online presence, this presence leads to greater awareness which in turn leads to more travel resulting in positive economic returns.

Read the full study here.

If you’re interested in learning how you might be able to run a program like this at scale in multiple languages, reach out to us and we can recommend a sister agency who can do just that using proprietary technology.

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