Inclusive Use of Digital Marketing in Tourism Industry

2018 ◽  
pp. 411-419
Author(s):  
Gunjan Gupta
Keyword(s):  
Tourism Industry ◽  
Digital Marketing

scholarly journals Post-Industrial Tourism as a Driver of Sustainable Development

2021 ◽  
Vol 13 (15) ◽  
pp. 8145
Author(s):  
Aleksandra Kuzior ◽  
Oleksii Lyulyov ◽  
Tetyana Pimonenko ◽  
Aleksy Kwilinski ◽  
Dariusz Krawczyk
Keyword(s):  
Sustainable Development ◽  
Tourism Development ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Gender And Education ◽  
Development Goals ◽  
The Difference ◽  
Post Industrial ◽  
The Impact ◽  
Industrial Tourism

The accepted Sustainable Development Goals aim at reorienting the tourism industry to sustainable tourism and enhancing post-industrial tourism. In this case, it is necessary to identify the statistically significant determinants which affect post-industrial tourism development. In this paper, we aim to analyse: (1) the impact of economic and environmental dimensions, and of digital marketing on supporting post-industrial tourism development and (2) the difference between attitude to post-industrial tourism on the gender, age, and education dimensions and digital channels on post-industrial tourism development. The data was collected from questioning 2334 respondents during April–November 2020. The study applied the following methods: frequencies, percentages, t-test, and one-way ANOVA and multiple regression analysis. The findings confirmed the statistically significant impact of the economic and environmental dimensions, as well as digital marketing on post-industrial tourism development. The results of the analysis justified that digital marketing was a catalysator of post-industrial tourism development. In addition, the findings confirmed that there is no difference in attitudes towards post-industrial tourism with respect to the dimensions of age, gender, and education.

scholarly journals DIGITAL MARKETING AS A PREREQUISITE FOR INNOVATION IN THE TOURISM BUSINESS OF PLOVDIV

2019 ◽  
Vol 34 (1) ◽  
pp. 169-174
Author(s):  
Nelly Bencheva ◽  
Valentina Nikolova-Alexieva ◽  
Toni Mihova
Keyword(s):  
Developed Countries ◽  
Tourism Industry ◽  
Virtual Space ◽  
Digital Marketing ◽  
Digital World ◽  
Statistical Institute ◽  
Digital Development ◽  
Historical Heritage ◽  
Travel Industry ◽  
Daily Wage

The development of the Internet, in parallel with the development of technology, has made virtual space a second 'home' for much of the population of developed countries. Along with consumers, the business is also moving its activities online, seeking to reach those consumers in every way possible. Digital marketing deals with strategies for reaching consumers, which need to be constantly changed along with all the innovations that technology developments bring with them. Hospitality and tourism is one of the industries that is most affected by digital development. Transportation and accommodation companies are among the first ones to utilize digital marketing techniques in their practices to engage communities and make sure their customers have the best possible away-from-home experience. In order to perform well and gain competitive advantages, players in the travel industry are always looking for the newest and greatest ways to reach their buyer persona and tailor their offering to their target audience. In today’s digital world, the concepts of digital marketing and content have become inextricably linked. The creation of relevant and quality content is the core of every move online. The success of every digital marketing campaign depends on content and its resourceful implementation. Even though the basic marketing principles are still applicable, the online environment has its own specifics that need to be considered when preparing digital marketing strategies.The purpose of this report is to explore the application of digital marketing by the tourism business in Plovdiv, one of the most attractive regions of Bulgaria, as a prerequisite for creating innovation and, on the basis of this, to offer specific guidance in which areas and what innovations appropriate to evolve to succeed. The research methods used are analysis and evaluation of statistics for the Plovdiv district, obtained from the National Statistical Institute (NSI) of Bulgaria, as well as the study of scientific literature. The results of the study show that it is appropriate for the tourism and hotel business in the Plovdiv region to apply innovations in the following areas: (1) innovations focusing on the culture and historical heritage of the region; (2) innovations presenting new ways of implementing organizations' activities and processes; and (3) innovations that focus on environmental protection. Applying these types of innovations, tourism industry companies are expected to achieve positive values for key performance indicators, namely: employment; average daily wage rate and income, as well as length of stay at accommodation in the region.

scholarly journals Tourism Digital Marketing Tools and Views on Future Trends: A Systematic Review of Literature

2021 ◽  
pp. 712-726
Author(s):  
Mavis Chamboko-Mpotaringa ◽  
Tembi Tichaawa
Keyword(s):  
Review Literature ◽  
Status Quo ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Future Trends ◽  
Review Of Literature ◽  
Future Studies ◽  
Literature Synthesis ◽  
The Status ◽  
Managerial Implications

Owing to the unprecedented advancements in digital technologies adopted for use in marketing tourism, their use in tourism is expected only to gain momentum. The purpose of this paper is to systematically review literature published in tourism-related journals on digital marketing tools in tourism from 2016-2020, and to discuss future trends. The analysis reveals that the increased adoption of digital marketing tools has disrupted the status quo of the tourism industry. Findings also highlight a growing and broad digital marketing tools terrain that is thematically diverse. Tourism marketers have to ensure that they understand the trends in the digital marketing domain and be able to adapt to the changes in order to remain competitive. Based on literature synthesis, the study provides insights into practical managerial implications and provides the groundwork for future studies.

scholarly journals Prospects for development of inbound tourism in Ukraine with using of digital marketing tools

2020 ◽  
pp. 205-219
Author(s):  
Olga Nazarenko
Keyword(s):  
Life Quality ◽  
Geographical Location ◽  
Climatic Conditions ◽  
Tourism Industry ◽  
Online Marketing ◽  
Theory And Practice ◽  
Digital Marketing ◽  
Necessary Condition ◽  
Inbound Tourism ◽  
Tourism Enterprises

The article considers the issues of theory and practice of digital marketing to solve the problems of the tourism business. It is shown that the use of online marketing tools is a necessary condition for the successful development of tourism enterprises. The current state, problems and prospects of development of tourist services market of Ukraine are analyzed. It was found that the priority directions are the development of both inbound and domestic tourism, which are important factors in improving of life quality in Ukraine, creating additional jobs, replenishing the foreign exchange reserves of the state and improving the brand image of Ukraine in the international arena. It has been determined that the strategy of inbound tourism development should provide for the use of a structural and functional method that allows combining various components of the tourism industry and its infrastructure. The main problems that hinder the development of the tourism industry in the country and require further solutions are considered. It is proved that it is possible to stimulate the development of inbound tourism possibly by improving the information and technical infrastructure, improving the service quality, and development of international tourist routes. According to the results of the study, it is proposed ways to increase the subscriber base, create valuable and relevant content for customers, personalize communication with customers and automate this process, as well as formulate recommendations for turning a new customer into a loyal one. It is proved that there are all prerequisites for the tourism sphere development in Ukraine, since Ukraine has significant recreational potential: favorable geographical location, favorable climatic conditions, varied relief, an extensive transport network and preserved monuments of cultural heritage.

Tourism in Digital Era: The Influence of Digital Marketing on the Intention to Visit Museum

2021 ◽  
Vol 37 (3) ◽  
pp. 274-287
Author(s):  
Jasmine Rahma Amalia ◽  
◽  
Ita Musfirowati Hanika ◽  
Keyword(s):  
Digital Media ◽  
Word Of Mouth ◽  
Tourism Development ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Creative Economy ◽  
Electronic Word Of Mouth ◽  
Tourism Marketing ◽  
Master Plans ◽  
The Republic

The growth of digital media usage in tourism industry over the last decade all over the world has led Menteri Pariwisata dan Industri Kreatif Republik Indonesia (the Ministry of Tourism and Creative Economy of the Republic of Indonesia) to establish tourism digital marketing as one of national tourism development master plans from 2010 to 2025. It was noticed that a tourism development vision could be pursued by achieving several goals, such as developing synergistic, excellent and responsible tourism marketing to increase domestic tourist visits. To implement the master plan and to gain more visitors, most of the tourism sectors including museums have increasingly utilised digital media. As one of the favourite museums in DKI Jakarta, Bank Indonesia Museum has engaged the visitors through Instagram and Electronic Word of Mouth (E-Wom). The objective of this study is to explore the influence of Instagram @museum_bi posts and E-WOM on the intention to visit the Bank Indonesia Museum. The method used was empirically verified through a survey which was distributed to Instagram followers of @museum_bi and analysed with SPSS. The results of this study revealed that the spread of Instagram @museum_bi posts, electronic word of mouth, and the posts of Instagram @museum_bi and electronic word of mouth simultaneously influenced tourists’ intentions to visit the Bank Indonesia Museum. Keywords: Instagram, electronic word of mouth, visit intention, media exposure, museum.

scholarly journals Explorative Study of Tourist Behavior in Seeking Information to Travel Planning

2021 ◽  
Vol 16 (8) ◽  
pp. 1583-1589
Author(s):  
Diena M. Lemy ◽  
Amelda Pramezwary ◽  
Juliana ◽  
Rudy Pramono ◽  
Lauditta Nabila Qurotadini
Keyword(s):  
Descriptive Analysis ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Exploratory Research ◽  
Literature Study ◽  
Group Discussions ◽  
Tourist Behavior ◽  
Personal Trust ◽  
Global Tourism ◽  
The Right

This study aims to explore the behavior of domestic tourists in seeking information to travel during the COVID-19 pandemic and whether there are significant differences with tourist behavior before the pandemic and what are the best strategies so that they can be helpful in tourism actors in creating and developing digital marketing strategies based on the latest information technology phenomena. This study uses a qualitative paradigm. Data collection techniques used in the study were observation, in-depth interviews, literature study, and documentation. The results of this exploratory research can then be used as a basis for the following research stage, namely descriptive analysis. Online focus group discussions and surveys were conducted to achieve the objectives of this research. Tourist behavior during the COVID-19 pandemic has changed, that tourists will always look for travel information using window shopping or online search through social media and ask personal questions (individuals) in travelling to a tourist destination. The right strategy for tourism actors in developing sustainable digital marketing includes building personal trust to tourists, implementing innovation strategies that involve guests, and mutual integration and collaboration, which are the main keys to the success of tourism actors in creating or developing sustainable digital marketing. The COVID-19 pandemic is an unprecedented and ongoing crisis for the global tourism industry. The key to the recovery of the worldwide tourism industry will be to encourage tourism activities both domestically and internationally.

scholarly journals A STUDY OF DIGITAL MARKETING TOOLS USAGE HABITS AMONG HUNGARIAN TOURISTS

2020 ◽  
Vol 32 (4) ◽  
pp. 1283-1289
Author(s):  
Eva HAPP ◽  
◽  
Zsuzsanna IVANCSÓNÉ HORVÁTH ◽  
Keyword(s):  
Competitive Advantage ◽  
Service Providers ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Marketing Communication ◽  
Primary Research ◽  
Close Attention ◽  
Online Tools ◽  
Digital Development ◽  
Tools And Methods

Digitalisation has become inevitable these days. It has been in the forefront due to innovations, the development of informat ion technology tools, internet and smartphones transforming the tourism industry, too. Digital marketing tools and methods have attracted an increasing interest among the Hungarian tourists, as well. The study focuses on the spread of these opportunities in Hungary. The paper’s aim is to investigate when and in what way Hungarian tourists participate in digital tourism. Secondary and primary research was con ducted between October 2018 and March 2019 with a sample of more than 500 respondents. The results show how Hungarian tourists are related to the digital development in tourism. This study also explores the link between the risk of the activities and the usage of online tools. T he study advances into the literature about the importance of digitalisation in tourism. It shows specifically where service providers need to pay close attention in the marketing communication, in order to remain competitive and gain a competitive advantage.

Management and Marketing Events in a Digital Era

2021 ◽  
pp. 105-122
Author(s):  
Gökhan Akel
Keyword(s):  
Digital Age ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Easy Access ◽  
Access To Information ◽  
Software Management ◽  
Customer Base ◽  
Digital Era ◽  
Ict Tools ◽  
Design Software

Digitalization has affected many areas as well as management and marketing areas. In the digital age, through ICTs, the ways of searching and accessing information about the event by the users have been developed and transformed. Besides, the developments in the digital age have also affected many sectors such as the production, design, software, management, and marketing sector. The opportunities offered by digital marketing make life easier for users and provide easy access to information. Likewise, businesses can facilitate their management and marketing events through digitalization. Businesses sustain their events by organizing and diversifying new events according to the customer base and the type of event for the management and marketing of events. ICT tools have spread to all functions and events of the tourism industry in terms of business, marketing, and management. In this chapter, which mentioned the opportunity and challenges of ICTs, the opportunities and challenges posed by ICT are also mentioned.

ADOPTION OF DIGITAL MARKETING AMONG TOURISM INDUSTRY OF UTTARAKHAND IN INDIA

2020 ◽  
Vol 1 (1) ◽  
pp. 1
Author(s):  
Himanshu Kargeti ◽  
Anuj . ◽  
Rajesh Kumar Upadhyay ◽  
Ajay Sharma
Keyword(s):  
Tourism Industry ◽  
Digital Marketing

Digital marketing in tourism: why Greek tourists use digital marketing applications like Airbnb

2019 ◽  
Vol 13 (4) ◽  
pp. 473-486 ◽  
Author(s):  
Lambros Tsourgiannis ◽  
Stavros Valsamidis
Keyword(s):  
Sharing Economy ◽  
Peer To Peer ◽  
Demographic Characteristics ◽  
Tourism Industry ◽  
Digital Marketing ◽  
Short Term ◽  
Policy Makers ◽  
Content Type ◽  
Marketing Application ◽  
Tourism Sector

Purpose The purpose of this paper is to explore the attitudes of tourists toward digital marketing applications related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. It aims to identify the factors that make Greek tourists to use these applications and to classify them into groups according to their attitudes toward these websites and to profile each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel. Design/methodology/approach A primary survey was conducted in April 2018 for a random selected sample of Greek tourists. Principal component analysis was conducted to identify the main factors that affect tourists in using digital marketing application related to peer-to-peer short-term rental services within the sharing economy in the tourism sector. Cluster analysis was performed to classify tourists into groups according to their attitudes toward the use of these websites while discriminant analysis was conducted to check cluster predictability. Non-parametric tests, including the chi-square test, were performed to profile each strategic group according to their demographic characteristics and their preferences regarding their holidays/travel. Findings The study classified tourists into three groups, i.e. pioneers, convenience seekers and conscious, according to their attitudes toward the use of such applications. Research limitations/implications The choice for the Greek context of the research is justified by the fact that Greece has suffered from recession in the last decade, but it is also a tourism-friendly country. The empirical results of this pioneer study should trigger further investigation. Although tourists’ behavior towards the adoption of digital marketing application related to peer-to-peer rental services within the sharing economy in the tourism sector might be culturally specific and the results are mainly applicable in the Greek market, they could be generalized in other countries with similar characteristics in both Greece and other parts with similar characteristics. Practical implications Tourists are extremely important both for developers and policy makers in tourism industry. For developers such information is important because the expectation of viable markets will motivate investments. For policy makers, this type of information will help them to respond more adequately through regulation tools and programs. From a practical perspective, the tourism operators may benefit from focusing on their differentiating features and aligning their marketing communication with their tourists’ aspirations by developing, optimizing and customizing their websites according to the needs of the customers and the extension of touristic activities to other sectors of tourism industry. Social implications Visitors who choose Airbnb accommodations spend more days travelling; consequently, the market size of the tourism industry expands from the increase in the number of visitors. Originality/value The originality of the paper derives from the understanding of the tourists’ behavior toward the adoption of digital marketing applications related to peer-to-peer rental services within the sharing economy in the tourism sector. More specifically, it identifies the factors that make Greek tourists to use those applications, classifies them into groups according to their attitudes towards those websites and profiles each group of tourists according to their personal and demographic characteristics and their preferences regarding their holidays/travel.

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