Naslov
Digital marketing at the promotion of rural regional tourist destination

Autori
Birkić, Draženka ; Klopotan, Igor ; Grgić, Paula

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Economic and Social Development / Klopotan, Igor ; Czako, Katalin ; Beker, Victor - Sveti Martin na Muri, 2020, 49-60

Skup
53rd International Scientific Conference on Economic and Social Development ; 6th ITEM Conference: "Innovation, Technology, Education and Management"

Mjesto i datum
Sveti Martin na Muri, Hrvatska, 10.09.2020. - 11.09.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Digital marketing ; Promotion ; Regional tourist destination ; Rural tourism

Sažetak
Today in tourism, as one of the most imoportant industries in the world, the Internet occupies a large and significant tole, especially in the promotion and sales segment. Digital marketing gives a new dimension to classic marketing activities, such as market reseatch, analyzing consumer behavior, communication and information, etc. This paper explores the ways in which digital marketing contributes to the promotion of rural regional tourist destinations with the aim of creating a new tourist brand on the example of Požega-Slavonia County. In this paper the results are collected using the methodology pirmary research. The research for this paper was made as a part of the branding project of the Požega-Slavonia County. The activity of tourism business subjects on Internet platforms and activities on social networks was analyzed and also the impact of these activities on the promotion of the observed tourist region. Given that the Internet is perfect platform for selling tourist products directly to customers and one of the main tools for consumers to seek reavel.related informations, further implementation of ICT and more intensive use od the Internet, tourist entities in rural tourism would enhance communication with potential tourists, distribution of their turist products and special offers and thus there would be a significant promotion of the tourist destination.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA