Naslov
The impact of digital marketing on development of tourism in the urban areas

Autori
Tolić, Ivan ; Sabljić, Dragan

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

Izvornik
Interdisciplinary management research XVI – IMR 2020 / Brković, D. ; Dernoscheg, K.H. ; Erceg, A. ; Glavaš, J. ; Pap, N. ; Runzheimer, B. ; Wentzel, D - Osijek : Ekonomski fakultet Sveučilišta Josipa Jurja Strossmayera u Osijeku ; Hochschule Pforzheim University of Applied Sciences ; Hrvatska akademija znanosti i umjetnosti (HAZU), 2020, 437-452

Skup
16th Interdisciplinary Management Research (IMR 2020)

Mjesto i datum
Opatija, Hrvatska, 07.05.2020. - 09.05.2020

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
digital marketing, promotion, tourism, social networks, urban areas

Sažetak
He whole world is being digitized and the economic development of urban areas continues to accelerate. The same goes for tourism and its employment of digital tools, namely digital marketing. Digital marketing is significantly changing the way destinations communicate with potential consumers. New digital technologies and social media can make it much easier to find potential consumers and target them to make an impact on their minds and decision making about their next travel destination. Thanks to the new technologies, communication with end-users and consumers of services are now two-way, which provides numerous opportunities for advertising and improving the tour-ist offer based on consumer feedback. Digital marketing is the leading way of advertising in the world to date and it is hard to imagine that shortly some new form of marketing could take it down, especially since this way of advertising gives everyone a chance to get involved in the market race. Therefore, during this period of intense economic, social and cultural changes in the urban areas, it is necessary to identify and integrate new technologies in the implementation of their planned marketing strategy. With a clear focus on consumer experi-ence, the use of digital marketing tools in the development of tourism in urban areas has given rise to new opportunities. A good example of an urban area that has used digital marketing as a tool for tourist development is the city of Zagreb. Although still in its infancy and currently underutilized, the potential further promotion of Zagreb through digital marketing is significant and should be harnessed. It will contribute to the valorization of its tourist offer on the international tourism market and ultimately it will contribute to the more significant promotion and strengthening of Zagreb as an unavoidable tourist destination in the region.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA