Destination Marketing Research Articles

Digital Marketing in The Hospital: A Scoping Review

Hospitals know smart users better through digital marketing than traditional marketing. The goal of hospital marketing is to assess and understand potential patients' needs and wants so they can meet those needs at the highest level. The Internet, email, and social media are cheaper than direct marketing and can create opportunities to market services to virtual customers, bridge the gap and increase their awareness of the services offered everywhere. This paper aims to determine the effect of digital marketing in hospitals. This scoping review followed a systematic review's study selection process. Relevant studies were collected from Open Knowledge Maps and Google Scholar. The results of this study indicate that some information related to the implementation of digital marketing has challenges. Therefore, there is a need for innovation in implementing digital marketing. In addition, the use of hospital applications can be used in online registration media and media marketing. During the pandemic, hospitals need innovative marketing strategies to attract new patients, expand the business, increase customer trust, and strengthen loyalty. Digital marketing media significantly impact sales promotion, business expansion, and service quality.

Big data in tourism marketing: past research and future opportunities

Purpose The purpose of this study was to uncover representative emergent areas and to examine the research area of marketing, tourism and big data (BD) to assess how these thematic areas have developed over a 27-year time period from 1996 to 2022. This study analyzed 1,152 studies to identify the principal thematic areas and emergent topics, principal theories used, predominant forms of analysis and the most productive authors in terms of research. Design/methodology/approach The articles for this research were all selected from the Web of Science database. A systematic and quantitative literature review was performed. This study used SciMAT software to extract indicators. Specifically, this study analyzed productivity and produced a science map. Findings The findings suggest that interest in this area has increased gradually. The outputs also reveal the innovative effort of industry in new technologies for developing models for tourism marketing. Ten research areas were identified: “destination marketing,” “mobility patterns,” “co-creation,” “gastronomy,” “sustainability,” “tourist behavior,” “market segmentation,” “artificial neural networks,” “pricing” and “tourist satisfaction.” Originality/value This work is unique in proposing an agenda for future research into tourism marketing research with new technologies such as BD and artificial intelligence techniques. In addition, the results presented here fill the current gap in the research since while there have been literature reviews covering tourism with BD or marketing, these areas have not been studied as a whole.

Gastronomic Experience and Consumer Behavior: Analyzing the Influence on Destination Image.

Gastronomy experiences are becoming a fundamental factor that influences the making of a decision regarding choosing a travel destination, as well as being a crucial factor in shaping tourists' satisfaction regarding their overall travel experience. The aim of the study is to identify and explain the simultaneous impact of the key factors that influence a gastronomic experience and their impact on tourists' satisfaction with a trip and the destination's brand. These issues were addressed within the context of Ukraine, as this is an overlooked area of academic research, and an online survey was conducted, targeting domestic and international tourists. Structural equation modeling was used to assess and reveal the proposed hypotheses in the model. The study contributed to the theoretical understanding of the key factors that increases the occurrence of a memorable gastronomic experience and the relationship between the experience of food and its role in the satisfaction of and the perceived brand of a destination. Moreover, the finding showed that past experience and prior knowledge have a positive influence on the gastronomy experience, while tourists' prior knowledge effects the perceived quality of a destination's cuisine, as well as the food activities in the destination. Linkages in the model were empirically supported by statistical analyses. Nonetheless, the various level of the tourists' involvement with gastronomy might be used as an input to examine and improve the memorable gastronomic experience on-site. The research simultaneously highlighted the importance of gastronomy to tourist destinations for positioning on international and domestic markets. The paper not only provides theoretical but also practical implications. The hospitality and tourism businesses benefit from acknowledging the importance of local food and the local food market. The findings of this study are also deemed to assist destination marketers who observe that tourists have become more demanding in search of unique experiences offered by destinations.

Theorizing vloggers’ approaches and practices in travel vlog production through grounded theory

ABSTRACT Video bloggers, also known as vloggers, continuously create and share authentic videos on popular platforms like YouTube. Travel influencer vloggers (called vloggers in this study) influence their audience by sharing their trip experiences and giving reviews about destinations and travel brands. This study employs aconstructivist grounded theory approach of 35 YouTube vlogs from 21 vloggers through a3-phase theoretical sampling. The theorizing process resulted in the development of Vloggers’ Approaches and Practices (VAP) Theory by identifying the main approaches as content (CA) and objectives (OA), the two main practices of travel influencing (TIP) and vlogging (VP), and their relationships. The theoretical and managerial contributions can be important for scholars of influencer marketing, and practitioners that work with vloggers like destination marketing organizations (DMOs), hotels, tour operators, and transportation services.

Supply Chain Control and Strategies to Reduce Operational Risk in Russian Extractive Industries Along the Northern Sea Route

Russian resource developers operating in remote parts of the Arctic have demonstrated over the past several years that it is feasible to extract natural resources throughout the year, and ship large quantities of raw materials with regular intervals from the Arctic to international markets; this despite very difficult operational conditions in the Arctic during both winter and spring. Several resource extraction projects are currently being implemented or planned. This study examines how the extractive companies have built up enhanced supply chain resilience and transport reliability to mitigate common Arctic risks. The companies have taken control over supply chains and adopted several precautionary and innovative infrastructure and logistics measures designed to prevent or mitigate disruption to these supply chains. Preferred logistical solutions for all of these extraction projects have developed into large package deals, where long-term production and transport of commodities, icebreaking services, and state support are all included. Western sanctions on Russia as a result of the war in Ukraine, will slow down the pace of future Russian projects in the Arctic, at least in the short to medium-term, but the sanctions are likely to increase the future significance of export terminals on the NSR, as the preferred departure points for Russian Arctic commodities on their way to selective market destinations.

Promotion of Events and Festivals in the Digital Era

Purpose / Research Significance: This chapter aims to discuss and analyse the role of Media in the promotion of various events and festivals using different tools of communication such as Newspaper, Local Television Channels and Online Websites, Social Media specifically. The study also offers practical and strategic advice for event planners, brand communicators, and destination marketer sin the major Asian tourism markets, such as India and its neighbours. Study Design/Methodology/Approach: The outcomes of the study were derived using aqualitative technique. The Prisma technique was used to examine prior literature. Prisma is a set of evidence-based reporting questions for systematic reviews and meta-analyses. There search takes a special review of social media plat forms available to promote an event online. Finding: The study’s findings provide insight for event/festival organizers and destination marketers interested in achieving success with destination marketing, branding, and promotion. Implications: The chapter suggests the challenges and opportunities lies in the promotion of an event / festival in the age of social media and making the best use of local media tools available.

Formalization of marketing management approaches from the perspective of system analysis

The article is devoted to the study of the implementation of the key goal of marketing, which is the satisfaction of public needs through commodity-money exchange, within the framework of the implementation of various concepts and approaches in marketing. A feature of the study is the consideration of this issue from the standpoint of system analysis. That allowed to formalize the problem, hindering the achievement of the main goal of marketing: the discrepancy of the current potential of the manufacturer to the needs of the customer. As a result, logical schemes were constructed to eliminate the systemic problem of achieving a marketing goal for the following marketing concepts: traditional, cognitive, sales, interaction (co-creation), development and marketing of advanced development. Mathematical models were proposed for the developed logic schemes.

Investigating the credibility of online travel reviews adoption in trip planning intention among Indian travellers

Travelers evaluate online travel reviews usage through their argument quality and credibility of the source. As a result, travel marketers such as hoteliers, destination marketers and travel agency websites managers should set up mechanisms to assess tourists' concern to avoid unfavorable experience from social media reviews. Accordingly, this study aims to develop a scale and validate the modified Information Adoption Model (IAM) in the tourism context, while studying the impact of online review usefulness on its adoption. Secondly, the mediation role of travelers' attitude toward online reviews between review usefulness and its adoption is determined. Further, the credibility of online travel review adoption on the behavioral intentions of travelers has been assessed. This paper adapts the modified IAM given by Abedi et al. (2019) to develop scale and provide a comprehensive model in the tourism context. The study used 284 travelers who use online travel reviews from social media for their trip planning to evaluate the proposed model through SmartPLS software. The results show that online travel review usefulness significantly affects online travel review adoption. Secondly, the relationship between online review usefulness and its adoption is fully mediated by the mediating variable (attitude towards online travel reviews). Hence, this empirical paper intends to add to the research on online travel review adoption by travelers for their trip planning, considering the forwarding of information as one of the behavioral intentions along with purchase intentions, which depicts the novelty of this paper.

The research on game marketing of domestic tourism destinations

Tourism and games, which belong to the category of experience economy, have many common features. What kind of sparks will be generated by the cross-border cooperation between tourism destination marketing and game media? At present, the game marketing practice of domestic tourism destinations is still in the nascent stage, and Cross-border cooperation between well-known game providers and various tourism agencies continues to emerge, but the specific operation mechanism is still relatively old, which fails to effectively stimulate the players' impulse to travel, indicating that the in-depth integration of tourism marketing and game communication still needs to be explored, but in any case, with its unique entertainment, interactivity, sharing and socialization and other native advantages, the game media has shown great communication potential in tourism destination marketing, so, this paper tries to propose some innovative ideas for domestic tourism destination's game marketing.

STORYTELLING ADS FOR TOURIST SITES: PERCEIVED VALUE, IMMERSION, AND ATTACHMENT

This study examines the influence of storytelling advertisements (ads) for tourism site visit and word-of-mouth intentions on SNS through site attachment and value. The authors also test the effectiveness of affective and rational storytelling ads. Responses were measured to alternative storytelling stimuli, based on 296 valid questionnaire responses. The findings indicate that the attitude of storytelling ads for tourist sites affects site attachment, site immersion, and perceived value, and consequently, visit intentions and SNS EWOM intentions. The results offer interesting implications for advertisers and brand managers involved in destination marketing.

Tourism Planning and Destination Marketing

Tourism Planning and Destination Marketing

Exploring tourist perceptions of Kerala's destination marketing

Kerala has been recognised as one of the top ten paradises in the world. Kerala offers a wide range of tourism items that meet the requirements and expectations of practically every type of traveller, and it stands out for offering a full travel experience. The state of Kerala offers tremendous potential for tourism expansion thanks to its ideal temperature, lush vegetation, natural tourist attractions, vibrant festivals, martial arts, wildlife sanctuaries, and ancient Ayurveda legacy. But Kerala has not been able to fully realise its potential, despite having a variety of resources and opportunities. Kerala's tourism industry has a lot of untapped potential as less than five percent of visitors to India come to the State. Kerala is ranked eighth in terms of foreign visitor arrivals and fifteenth in terms of domestic visitor arrivals. Kerala travel marketing tactics must be updated over time to reflect changes in customers' requirements and tastes if the state is to realise its full potential and pull in an increasing number of tourists, especially from abroad. To assure service quality, it is crucial to understand exactly what the client expects, and marketing research on consumer preferences is required to examine how the customer's needs are evolving. This study aims to comprehend how tourists see the advertising tactics used by the public and commercial sectors at different Kerala tourist attractions. The study also seeks to gauge travellers' expectations and satisfaction levels in regard to Kerala as a tourist destination because the success of marketing depends on consumer happiness.

Exploring the “Personae” of Travel in Korea through Chinese Gen Z Tourists on <i>Xiao Hongshu</i> Social Platform

This research explores the destination persona of South Korea on Xiao Hongshu, a popular social media platform for Chinese Gen Z traveling. The posts from tourists as virtual communities recurring patterns of dramatic structure, textually and visually generated the personae of the destination. In this study, the concept of persona based on Bormann’s symbolic convergence theory is used to illustrate the fantastic theme of South Korea as destination. A qualitative research based on fantasy theme analysis was conducted using semi-structured interviews with 14 participants and images and narrative analysis of posts on Xiao Hongshu. Four fantasy themes were identified: 1) Landscape of ocean blue; 2) Stylish Café; 3) K-pop related culture and fashion; 4) Traditional Korean culture. Those themes create the destination persona of South Korea by and for Chinese Generation Z travellers. It contributes to the destination image discussion by applying SCT and fantasy theme, from the perspective of Chinese generation Z tourist. For practical contribution, this study helps destination marketers better communicate with Chinese Gen Z tourists, using discovered fantasy themes.

Discovering the distribution of attention in destination marketing using 360° video: the eye-tracking study

Virtual tours in 360° video format are a modern way to destination marketing. The relevance of the study of innovative ways of promoting territories is determined by the process of digitalization of the economy and the high prevalence of digital communications. The scientific problem addressed in this study is to examine the effectiveness of 360° video in the marketing of territories in order to determine its impact on consumers and assess the emotional attitude to the territory. The present study used eye-tracking technology to analyze patterns of attention distribution, which are related to the level of knowledge about territories, while watching a 360° video showcasing to these territories. The scientific novelty of this study is a consideration of attention distribution features using eye-tracking technology while watching a 360° video in the context of territory marketing. The sample consisted of 30 students from Switzerland and Russia and the study was conducted in two countries. The objective of the study was to identify differences in eye movements when watching a 360° video in groups of people with different degrees of awareness of Switzerland. The results showed that the average duration per fixation was significantly longer in the Russian group, as was the degree of cognitive load, compared to the Swiss group. The Swiss group required more time to fixate their gaze on large objects, while the amount of the objects which were observed significantly decreased in both groups in the last part of the video. The results of the study can be used as recommendations for the creation and effective use of 360° video in the marketing of territories.

Significance of Exhibition Events Participation as a Tool for Tourism Industry Promotion in Nairobi City County Kenya

The exhibition sector is thriving all over the world as a crucial promotional tool that gives businesses a chance to accomplish their marketing goals and objectives. The purpose of this study was to determine the value of exhibition event participation as a vehicle for promoting the tourism sector in Nairobi City County, Kenya. 384 individuals were chosen by simple random sampling for primary data collection using questionnaires. To get qualitative information from purposefully selected exhibition managers and organizers, interview schedules were used. Both quantitative and qualitative methodologies were utilized to analyze the collected data. According to the study's findings, 84.3% of respondents engage in tourist and leisure activities while going to exhibition events. Additionally, the inferential statistics demonstrate that exhibition events can be used to create additional demand for tourism and hospitality products and services at a mean score strength of 4.67; increase visitor numbers at 4.62; stimulate travel for lots of people at 4.48; create the country's tourism brand awareness at 4.08; and advertise a country’s tourism offering at 4.05. To increase the attractiveness and competitiveness of the sector, this study suggests that Kenya's Ministry of Tourism, Wildlife, and Heritage, the private sector, and all other stakeholders in the exhibition sector need to integrate exhibition events into their tourism promotion plans.

ЗАСАДИ ФОРМУВАННЯ МАРКЕТИНГОВОЇ СТРАТЕГІЇ В ПРОЦЕСІ УПРАВЛІННЯ ТУРИСТИЧНОГО ПІДПРИЄМСТВА

The article considers the specifics of developing a marketing strategy as a means of ensuring sustainable economic development of a tourism enterprise. The principles of marketing strategy formation are presented. The problem of proper formation of the marketing strategy is raised, which requires setting appropriate goals and objectives, the implementation of which in specific market conditions will lead to the achievement of the general corporate goals. Attention is drawn to the importance of harmonizing the interests of three stakeholders - the tourism enterprise, consumers and the public. Thus, when building an effective marketing strategy, a tourism company should rely on its own goals, available resource potential, the specifics of the tourism market, consumer needs and public interests. Great importance is attached to setting marketing goals of a tourism enterprise as a mandatory element of marketing management. Attention is drawn to the subordinate position of marketing goals in relation to the general goals of a tourism enterprise, which are the means of achieving them. The goals that form the basis of the marketing strategy relate to two aspects of the enterprise, namely products and markets, and also include the goals of product policy, pricing policy, distribution policy and communication policy. The specifics of forming a marketing strategy are considered, taking into account the product-market matrix of a tourism enterprise. The essence and importance of the marketing strategy, as well as its components, are revealed. An important role is assigned to market segmentation, identification of target markets, positioning of the tourism product, determination of competitive advantages of the tourism enterprise. The principles and requirements for the formation of a marketing strategy of a tourism enterprise are considered, compliance with which should ensure the effective implementation of marketing functions and tasks. Attention is drawn to the complexity and multifacetedness of the process of developing a marketing strategy, which requires taking into account the general goals of a tourism enterprise, the state of the external marketing environment, the capabilities of the enterprise, and the degree of risk.

ЗАСАДИ ВПРОВАДЖЕННЯ МІЖНАРОДНОГО МАРКЕТИНГУ У ДІЯЛЬНІСТЬ ІННОВАЦІЙНО-ОРІЄНТОВАНИХ ПІДПРИЄМСТВ

The article analyses the state of Ukraine's exports and imports of goods. The author notes that in 2022 the value of exports decreased by 35% compared to 2021, and the volume of goods decreased by 38.4%. In 2022, the volume of imports almost halved (by 48.1%), while the value decreased by only 19.6%. It can be concluded that despite martial law, Ukraine continues to operate on the international market. It can be concluded that despite martial law, Ukraine continues to operate on the international market. In order to further develop the globalisation activities of innovation-oriented enterprises and establish sustainable relationships with consumers in the international market, it is necessary to use international marketing tools. International marketing is extremely important for any company that wants to grow and expand its business, and this is especially true for innovation-oriented companies. International marketing helps innovation-oriented companies to better understand consumer behaviour in the international market and to best meet their needs. Implementing international marketing in the activities of innovation-oriented companies requires a strategic approach that takes into account global market dynamics, cultural diversity and the unique challenges of each target market. The author has found that the main goal of international marketing for innovation-oriented companies is to increase sales of goods and services, improve the company's competitiveness in the international market and increase profits. The study identifies the main differences of international marketing from traditional marketing, considers the main types of international marketing and offers stages of introduction of international marketing into the activity of an innovation-oriented enterprise. The author formulates the main reasons for the use of international marketing in the activities of innovation-oriented enterprises and lists the advantages of its use in the expansion of activities in the global market. It is also noted that before entering a new market, a company must conduct a detailed analysis and develop a strategy to ensure success in the global business environment.

НАПРЯМИ ТА ОПЕРАТИВНІ ЗАХОДИ РЕАЛІЗАЦІЇ РЕГУЛЯТИВНОЇ ТРАНСФОРМАЦІЇ ЦИФРОВОГО РИНКУ ЄС

The article delves into the strategies and actions required for the EU’s digital market regulatory overhaul. A primary goal of the EU Digital Single Market is to align public and private services throughout the European Union. An interoperable cross-border digital infrastructure hinges on three pivotal factors: Framework compatibility of digital administration within the EU, creating a single euro payment area within the financial sector, and enhancing electronic identification and trust services for electronic transactions within the internal market. It is established that the European Union has developed an interconnected digital public infrastructure within its Digital Single Market, facilitating frictionless cross-border collaboration among individu- als, enterprises, and governmental bodies. There is a strong emphasis on digitalization instigating swift transformations within the EU labor market, exerting influence over labor’s character, caliber, and efficiency. Notably, four essential components are requisite for attaining an all-encompassing, constructive, innovative effect of digitization on the EU labor market: financing, national regulatory frameworks, European Union regulations, and rejuvenated collective initiatives. The article outlined future directions for the regulatory transformation of the EU digital market. Priority is given to areas with high potential for returns and where practical operational measures can be implemented. The analysis of these directions and the operational measures re- quired for transforming the European Union’s digital market has led to the conclusion that the EU is currently engaged in revis- ing the European Interoperability Framework. This framework facilitates the interaction of government administrations across the EU, enhancing communication and cross-border service provision. In the realm of payments, enhancements are underway for SEPA, including its integration into the interoperability of instant payments across the EU. Additionally, efforts are being made to expand and reform electronic identification systems. Cross-border digital public infrastructure is vital in establishing the EU’s Digital Single Market, an initiative currently undergoing dynamic development to enhance the compatibility of various digital infrastructures among EU member states. This effort aims to improve service delivery throughout the European Union. The enforcement of the EU Digital Markets Act (DMA), which has recently come into effect, plays a pivotal role in the ongoing transformation and standardization of regulations within the EU digital market. It introduces more competitive rules and ensures a potentially higher level of consumer rights protection than other global economic regions. However, it is worth noting that national competition authorities have been granted substantial enforcement powers under the DMA, which may affect the overall dynamics of the EU’s Digital Single Market.

The Impacts of Digital Marketing & Business Challenges

In this digital age, marketers face a variety of obstacles in addition to numerous opportunities. The use of electronic media by marketers to market their goods or services is known as digital marketing. Attracting customers and enabling them to engage with the company through digital media is the primary goal of digital marketing. This essay concentrates on the Digital marketing is important for both marketers and consumers. We looked at how sales of both small and large companies were affected by digital marketing. Also, the distinctions between conventional marketing and digital marketing are discussed based on our research. This study has discussed numerous forms of digital marketing, as well as its efficiency and effects on a company's sales. One hundred fifty small businesses and fifty business owners make up the investigated sample, which was chosen at random to demonstrate the effectiveness of digital marketing. The collected data has been examined using a variety of statistical methods and tools.

Multimedia Advertising and Marketing Methods in the Context of Digital Communication

This study uses a longitudinal multi-case study design and the objectives of the study are: 1. to explore the application of digital content marketing (DCM) strategies in the context of digital communication; 2. to identify the communication objectives used in their DCM strategies for social media using luxury car brands as a case study; 3. to assess the engagement (reactions, shares, views) of each brand on social media; 4. to use Facebook as a case study to examine the type of media used for his advertising content (text, links, photos, videos, hashtags). The analysis included identifying marketing communication objectives through media content types, social media content marketing strategies and social media indicators. The research results show that brand awareness, brand personality and brand distinctiveness are the most frequently used goals in multimedia advertising and marketing, which makes the focus of digital content advertising marketing used by brands on social media more visible and recognizable, and humanized features and attitudes are reflected on social media.