Eureka! Institutional Repository

Interactive broadcasting elaborates on the investigation and realization of novel digital television networks, able to provide multiple interactive multimedia and Internet based services, utilizing Digital Video Broadcasting (DVB) advances. On the other hand, IP Multimedia Subsystem (IMS) is a promising solution that may be adopted in next generation networks, providing advanced capabilities and added value data services. In this context, this paper investigates the convergence of interactive digital television systems with IMS and proposes a novel research approach, which could be adopted in tourism relationship marketing, enabling for a more efficient process of collecting and analyzing feedback data from users/viewers. This process may be vital for optimum marketing and advertising purposes. This potential information data may be used to target customers in more efficient and effective ways, i.e. geographical segmentation, increasing the possibility of impulse sells through t-commerce or allow audience to require more information for a company, brand or product, enhancing the experience that a customer exploits with specific brands.