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 Analysis of the tourist services market in Ukraine. Problems and prospects of development

2020 ◽  
pp. 6-12
Author(s):  
Tetiana AVERIKHINA ◽  
Alina VLAIEVA
Keyword(s):  
Developed Countries ◽  
Tourism Industry ◽  
Virtual Space ◽  
Market Development ◽  
Technological Innovations ◽  
Heritage Sites ◽  
Regional Tourism ◽  
Tourism Potential ◽  
Definition Of ◽  
Cultural Monuments

Introduction. The tourism industry is a powerful socio-economic and political factor that determines the economic development and policy of many countries and regions of the world. The purpose of the paper is to determine the conceptual basis for the development of the tourist services market in Ukraine. The paper examines the authors’ approaches to defining the concept of «tourist services» and gives the author’s definition of this concept. Results. The analysis of the main indicators of the development of the tourist services market in Ukraine is carried out. During 2015-2019, there observed increase in domestic tourists who went abroad to 2.3 million people and growth in the number of foreigners who entered Ukraine in 0.1 million. Also the paper reveals the problems and prospects of domestic tourism market development. One of the important obstacles to the development of the tourism industry in Ukraine is technological underdevelopment – innovative tourist technologies which are widely used in developed countries are practically not used in Ukraine. One of the main directions of technological innovations in tourism is the use of virtual space to inform and promote their services to the market. Organizations that provide tourist services must realize the need to implement and use modern software and technical interactive information systems that will help expand the capabilities of tourist enterprises in Ukraine. Conclusion. In order to increase the representativeness of the Ukraine tourist image, the introduction of promising directions for the development of regional tourism, it is necessary to take into account those components of the tourist potential that have the necessary properties for the development, creation and successful use of a competitive tourist product on the regional and national tourist markets. An important step to optimize the tourism potential of Ukraine should be to eliminate the advertising vacuum, especially for foreign citizens, through the involvement of various advertising companies. Creating an effective advertising campaign, holding tenders for the restoration and promotion of cultural heritage sites in Ukraine will help to solve many problems related to the destruction of historical and cultural monuments, as well as to form and strengthen a positive image of the country.

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.

MARKETING ROLE IN TOURIST OFFER DEVELOPMENT

2018 ◽  
Vol 28 (5) ◽  
pp. 1685-1688
Author(s):  
Sherif Sejdiu
Keyword(s):  
Marketing Strategy ◽  
Local Level ◽  
Sales Force ◽  
Tourism Industry ◽  
Response Force ◽  
Tourism Demand ◽  
Strong Response ◽  
Promotion Policy ◽  
Measurement Models ◽  
Travel Industry

The tourism industry is sensitive to global and regional political, economic and social events and phenomena, and has also demonstrated a strong response force and speed to regain the path of positive growth despite the not favorable state of the world economy and indicators the moderate development that it has performed, as well as the uncertainty highlighted in the demand in general and tourism in particular because of the low level of demand for this product category. In any marketing strategy that has four components of mix marketing: product, pricing, distribution, and promotion are needed, as they play a useful role, though they do not have the same weight. Some of these elements and, in some cases, only one of them has a determining role in comparison to competitors and, consequently, are the key factor to succeed. The role of the product, a better price, the sales force or the distribution network more efficiently than the competitors, the promotion policy, etc. may be the role. Distribution includes all possibilities, ways, and methods for dispersing products across market segments, locations to direct customer contact. Distribution is one of the mixing marketing elements. It has direct links to product policy, pricing and promotion policy. For the successful realization of the marketing strategy it is important to supply customers with certain products. Likewise, these products should be available in a certain amount, in certain places, and at the time when the consumer so requests. In surveys of demand measurement in the tourism and travel industry, the use of some basic indicators is noted. Although the independent variables involved in tourism demand measurement models vary greatly according to the objectives and the field of specialization and research of researchers, the use of some basic indicators as a measure of tourist demand variables in its modeling and forecast makes it possible standardization of data and their unified reporting at the global and local level. The variation of tourist achievement is the most used for measuring tourism demand at least in the last twenty years. Specifically, this variable is measured by the total tourist achievement from a source to a destination, which can further be disrupted in tourist achievements for holiday purposes, business travel achievements, tourist achievements for family and friends visits, tourist achievements by means of travel, such as air, sea, road and so on. Some studies also use destination spending as a demand-measurement variable, while other researchers are even more rigorous using tourist spending for specific categories and certain products and purchases in general. Other indicators used are tourism income, employment in the tourism and travel industry, as well as exports and imports.

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.

Curvilinear effects of e-loyalty in China’s online tourism industry

2017 ◽  
Vol 8 (2) ◽  
pp. 174-189 ◽  
Author(s):  
Xueyan Yang ◽  
Xiaoni Zhang ◽  
Samuel Goh ◽  
Chad Anderson
Keyword(s):  
Virtual World ◽  
Online Community ◽  
Linear Models ◽  
Virtual Community ◽  
Tourism Industry ◽  
Consumer Loyalty ◽  
Content Type ◽  
Factors Influencing ◽  
Travel Industry ◽  
Online Travel

Purpose The purpose of this paper is to understand e-loyalty in the travel industry. Specifically, this paper aims to examine the curvilinear relationship between predictors and e-loyalty. Design/methodology/approach An empirical study was conducted using an online survey with one of the largest travel companies in China. Structural equation modeling was used to test the models, and pair-wise nested F-tests were used to compare the models. Findings Results show that the curvilinear model has greater explanatory power of loyalty than traditional linear models. The results of pair-wise nested F-tests show that the loyalty model exhibits statistically significant R2 improvement compared to the linear model. However, the R2 improvement in the integrated model is not statistically different from that in the linear model. Confirmation and satisfaction are found to be salient factors influencing loyalty. Research limitations/implications This study makes important contributions to the online community literature by understanding the drivers of loyalty in the travel industry. However, there are limitations. First, this study addressed member loyalty of an online travel community with data collected from one company. Thus, generalizability is limited. Online communities and firms may have different characteristics, resulting in different factors influencing consumer loyalty. The authors plan in the future to collect data from other online travel companies and examine their model with different samples so as to check the generalizability of the current findings. Second, the authors collected a snapshot view on loyalty. Both researchers and managers note that small changes in loyalty and retention can yield disproportionately large changes in profitability (Reichheld et al., 2000). Consumer loyalty may change over time, so to maintain and increase profits, it is important to monitor such change. In the future, the authors plan to conduct a longitudinal study of community members to evaluate their loyalty over time. Practical implications As China seeks to gain additional market share in the global tourism market, travel companies should make use of websites as a marketing tool to attract and retain customers. These actions enable a travel company to enhance its competitiveness. More and more people use the internet for tour deals, bookings and finding tour-related information. Effective use of websites can affect the competitiveness of ecommerce companies. E-vendors could assess and adopt the dimensions recommended in this paper to help better understand areas for improvement. It is common today for consumers to buy travel products online instead of going through a travel agent. Considering the importance of reciprocity in formulating consumer satisfaction and loyalty in the virtual environment, companies should monitor reciprocal behavior on the virtual community. With advancement in technologies, consumer behaviors have changed and more consumers prefer social interactions in the virtual world. Companies can analyze posts in the virtual environment to assess reciprocity and may design a mechanism to foster reciprocal behaviors. By leveraging reciprocity, firms can better connect satisfaction with loyalty. More than 70 per cent of executives surveyed by McKinsey (2012) said that they regularly generate value through their Web communities. In addition, to pay attention to consumer to consumer reciprocity in the virtual world, companies should listen to what customers say in their online community, as this attention is an indication of reciprocity between consumers and companies. The ideas and opinions expressed in the online community tell the company customers’ perception of the value of its products and customers’ needs. Such attention to the voices in the online community will help companies to better tailor products/services to meet customers’ needs. Furthermore, the voices expressed in the virtual community are also effective in developing and maintaining new internet marketing opportunities such as email marketing, giveaways, search engine optimization, pay per click and shopping comparison marketing. Companies interested in retaining and attracting customers should leverage their established virtual communities and pay close attention to online posts and evaluate members’ satisfaction. Such effort will provide tangible benefits. As shown in Ye et al.’s study, traveler reviews produce a significant impact on online sales (Ye et al., 2011), with a 10 per cent increase in traveler review ratings, boosting online bookings by more than 5 per cent. This finding suggests that businesses should link online user-generated reviews to business performance in tourism. Finding incentives for users to share might be one way to improve interactivity and further create stickiness on the part of the website. Originality/value This paper is one of the first studies to address the need to move beyond linear models of e-loyalty and to additionally examine potential curvilinear and interactive effects. This study also identifies key variables such as reciprocity and satisfaction as determinants of e-loyalty in the Chinese online travel and tourism industry.

scholarly journals International trade in services and inequalities

2016 ◽  
Vol 23 (5) ◽  
pp. 1069-1075 ◽  
Author(s):  
Sylvain Petit
Keyword(s):  
Wage Inequality ◽  
Developed Countries ◽  
Tourism Industry ◽  
Skilled Workers ◽  
Business Services ◽  
Long Run ◽  
Short Run ◽  
Unskilled Workers ◽  
Tourism Services ◽  
The Impact

This study investigates the impact of the international openness in tourism services trade on wage inequality between highly skilled, semi-skilled, and unskilled workers in the tourism industry. The sample covers 10 developed countries and expands over 15 years. A cointegrated panel data model and an error correction model were used to distinguish between the short- and long-run effects. The results are compared to those of openness of business services and manufactured goods. The findings point out that tourism increases wage inequality at the expense of the least skilled workers in the long run and the short run.

How electronic word of mouth (e-WOM) triggers intention to visit through destination image, trust and satisfaction: the perception of a potential tourist in Japan and Indonesia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ida Bagus Putu Purbadharmaja ◽  
Putu Yudi Setiawan ◽  
Toshikatsu Hayashi ◽  
Anak Agung Bagus Putu Widanta
Keyword(s):  
Peer Review ◽  
Word Of Mouth ◽  
Structural Model ◽  
Developed Countries ◽  
Tourism Industry ◽  
Online Discussions ◽  
Theory And Practice ◽  
Destination Image ◽  
Electronic Word Of Mouth ◽  
Content Type

PurposeThe purpose of the paper is to analyze the different results between the effects of electronic word of mouth (e-WOM) on the perception of potential tourist in Japan and Indonesia regarding destination image, destination trust, satisfaction and their intention to visit.Design/methodology/approachThis research method is a structural model. Based on the existing literature review, several variables were obtained which were then analyzed by WarpPLS 6.0 software. The sampling method applied in this study is the purposive sampling technique. Samples of 200 potential tourists were collected in Indonesia and 100 potential tourists were collected in Japan. The population in this study was a potential tourist in Indonesia and Japan, with the following criteria: An Indonesian citizen, age between 19 and 60 years, who has never visited Japan and a Japanese citizen who has never visited Indonesia and have ever read or conduct online discussions regarding Japan and Indonesia as a tourist destination.FindingsThe results of the analysis of the two respondents in Japan and Indonesia prove that e-WOM has a positive effect on the image of the destination and intention to visit but not on the confidence of the destination. Destination image was also proven to significantly mediate the influence of e-WOM on intention to visit. These findings bring important implications for the theory and practice of tourism marketing.Originality/valueTheoretically, the result could be used as a reference for further research about the comparison between the effect e-WOM on destination image, destination trust and intention to visit of potential tourist in developed countries and developing countries. Practically, the result could be used as a consideration for the tourism industry and authority in both countries when formulating the destination marketing strategy.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-03-2019-0111

scholarly journals Internationalisation at home for tourism training programmes: case studies from Vietnam

2018 ◽  
Vol 12 (1) ◽  
pp. 19-35
Author(s):  
Cam Thi Hong Khuong ◽  
Ly Thi Tran
Keyword(s):  
Case Studies ◽  
Ad Hoc ◽  
Developed Countries ◽  
Research Strategy ◽  
Tourism Industry ◽  
Global Competency ◽  
Content Type ◽  
Internationalisation At Home ◽  
English Speaking ◽  
Training Programmes

Purpose Tourism is one of the most notable features of the contemporary globalised world. The tourism industry is becoming increasingly vital to the economy of many developing and developed countries around the globe. The demand of the tourism industry has posed a challenge for tourism training providers to move towards a more responsive and internationalised curriculum to enhance work readiness for tourism graduates who are expected to work with an increased number of international tourists. The purpose of this paper is analyse whether and how internationalisation has been implemented in the tourism training programmes across six institutions in Vietnam. Design/methodology/approach The research deployed case studies as research strategy with interviews and document analysis as two instruments of data collection. Findings The major findings show that even though the tourism industry demands graduates to possess global competency, knowledge and skills, the curriculum does not prioritise the internationalisation dimensions and the faculty members are not facilitated to be internationally active in their roles. Overall, internationalisation is still fragmented and ad hoc in these institutions even though the private institutions in this research appear to be more responsive to the trend of internationalisation in education than their public counterparts. Research limitations/implications The paper provides recommendations on how to effectively embed internationalisation components into local tourism training programs in Vietnam. Originality/value The research bridges the gap in the literature on internationalisation of the local tourism programme in non-English-speaking countries.

scholarly journals Aesthetic Visual Aspects in Digital Presentation of Cultural and Historical Heritage

2019 ◽  
Vol 5 (2) ◽  
pp. 71-80
Author(s):  
Dimitar Dobrevski ◽  
Keyword(s):  
Young People ◽  
Digital Technology ◽  
Visual Literacy ◽  
Virtual Space ◽  
Theoretical Research ◽  
The Internet ◽  
Small Children ◽  
Cultural Community ◽  
Wide Range ◽  
Historical Heritage

All serious theoretical research in the field of communication shows that, under the influence of global processes of globalization, information is increasingly visualized and iconized. Young people communicate using the wide range of opportunities provided by digital technology and the Internet. We spend a lot of our time in the virtual space. Everything seems fraudulently easy - everyone in minutes can upload information that is rapidly becoming available worldwide. Even small children handle as computer technicians. At the same time, the majority of participants in this communication have a substantial deficiency in visual literacy. Even specialists often ignore the language of forms, colors and compositional organization of space, which requires serious preparation, training and continuous specialization. Worldwide there are no good examples, but unfortunately they are not yet available to the cultural community in our country. The report raises a number of questions and issues for discussion and tries to draw attention to possible ways of solution. Keywords: visual communication, iconography, language of colors and forms

scholarly journals Exploring the influence of training and development on employee’s performance: Empirical evidence from the Indian tourism industry

2022 ◽  
Vol 12 (2) ◽  
pp. 89-100 ◽  
Author(s):  
Mohd Arwab ◽  
Jamal Abdul Nasir Ansari ◽  
Mohd Azhar ◽  
Mohd Ashraf Ali
Keyword(s):  
Human Resource Development ◽  
Structural Equation ◽  
Employee Performance ◽  
Strong Relationship ◽  
Training And Development ◽  
Theoretical Explanation ◽  
Tourism Industry ◽  
Travel And Tourism ◽  
Different Dimensions ◽  
Travel Industry

The aim of this paper is to explore the influence of training and development on employee’s performance through different dimensions. Moreover, this study proposes a model in the area of human resource development to be used for testing and improving the performance of employees in the Indian travel and tourism sector. An integrated model was developed highlighting the relationship between the training and development and employee performance. Using the sample of 146 employees, structural equation modelling (SEM) was employed to validate the hypothesized relationship by evaluating the responses of employees working in the Indian travel agencies. The findings of this study demonstrate a strong relationship between training and development and employee performance in the travel industry and also can be used by managers and HR professionals for organizing exclusive training programs for improving employee's performance based on the dimensions used in this paper. The present study provides an empirical and theoretical explanation of different dimensions associated with training and development and employee performance, especially in the Indian tourism industry.

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