THE ROLE OF DIGITAL MARKETING IN FAMILY TOURISM ACTIVITIES

Naučna konferencija sa međunarodnim učešćem Politički i ekonomski aspekti porodičnog preduzetništva u kontekstu Zelene agende za Zapadni Balkan sa primenom veštačke inteligencije. Knj. 1 [pp. 247-261]

 

AUTHOR(S) / АУТОР(И): Janko Todorov

Download Full Pdf   

DOI: 10.46793/83138.005.247T

ABSTRACT / САЖЕТАК:

The aim of this paper is to investigate how tourism companies and small family farms engaged in tourism, under the pressure of market challenges, adopted and adapted new digital marketing strategies as an essential part of the wider digital transformation process. In circumstances that required quick and decisive reactions, many companies had to reorganize their business models, relying on digital tools and platforms as primary channels of communication and sales. In this process, digital marketing has played a key role in enabling companies not only to maintain business continuity, but also to identify new opportunities for growth, innovation and strengthening relationships with their customers.

This process not only helped tourism companies to overcome moments of crisis, but also clearly showed that digitization is becoming a strategic imperative, not an option. Rapid changes in consumer-tourist behavior, as well as increased competition in the digital space, required tourism companies to invest intensively in technological innovation, creative solutions and a personalized approach. Analysis of these changes provides insight into how tourism organizations have used digital marketing to adapt to new market conditions, while improving their capacities for future challenges. Also, today tourists are increasingly directed to the Internet as a source of information, therefore the quality of websites must be appropriate, if one wants to achieve success in a certain tourist market.

KEYWORDS / КЉУЧНЕ РЕЧИ:

Tourism product, information and communication technology, marketing orientation, the tourist market, internet, social networks, the ustainable development of tourism, rural tourism, Web site

ACKNOWLEDGEMENT / ПРОЈЕКАТ:

REFERENCES / ЛИТЕРАТУРА:

  • Avakumović, Č., Avakumović, J., Vujačić, N., Milinković, M., Computer Software and its Application in the Management of Business Production Systems in Construction In: IMK-14 Research and Development Vol. XVI No. III, Kraljevo: Faculty of Mechanical Engineering and Civil Engineering,
  • Bugarčić, M., Project Value Management in the Digital Economy, University of Kragujevac: Faculty of Economics, 2021.
  • Gligorijević, M., Veljković, S., Marketing, Belgrade: Faculty of Economics,
  • Đuričin, D., Kaličanin, Đ., Lončar, D., Vuksanović Herceg, I., Management and Strategy, Belgrade: Faculty of Economics, 2023.
  • Lidija Madžar, Jasmina Stojiljković, Janko Todorov., Empirical Evaluation of Sustainable Agricultural Management in Southeast European Countries Using Panel Data Analysis In: Economics of Agriculture; number 2/2024
  • Kocić, M., Radaković, K., The Importance of Digital Marketing in the Process of Managing Relations with Consumers In: Marketing 41 No. 1, Kragujevac: Faculty of Economics, 2018.
  • Lovreta, S., Petković, G., Končar, J., Bogetić, Z., Stojković, D., Omnichannel Marketing – Trade and Other Marketing Channels, Belgrade: Faculty of Economics, 2024.
  • Milanović, N., Iljkić, I., Application of Digital Tool Canva in Marketing Communication of Higher Education Library In: Marsonia – Magazine for Social and Humanistic Research No. 3, Slavonski Brod: University of Slavonski Brod, 2024.
  • Mitrović, K., Spajić, J., Marketing in Industry 4.0 – Application of Virtual and Augmented Reality In: XXV International Scientific Symposium “Strategic Management and Decision Support Systems in Strategic Management”, Subotica, 2020.
  • Todorov, J., Mihić, S., Anđelković, M., Marketing Strategy and Application of Information and Communication Technologies in the Sustainable Development of Spa Tourism with Reference to Internet Marketing In: Yearbook of the Faculty of Information Technologies and Engineering,
  • Filipović, J., Digital Marketing, Belgrade: Faculty of Economics,
  • Briedis, H., Kronschnabl, A., Rodriguez, A., Ungerman, K., Adapting to the Next Normal in Retail: The Customer Experience Imperative, dostupno na: https://www.mckinsey.com/industries/retail/our-insights/adapting-to-the- next-normal-in-retail-the-customer-experience-imperative datum pristupa: 4.2024.
  • Chaffey, D., Ellis-Chadwick, F., Digital Marketing: Strategy, Implementation and Practice, England: Pearson, 2016.
  • Ramadhani Issa Hemed, Miloš Dašić, Janko Todorov, The Role of Logistics in Creating Company Value In: Auditor, Volume VIII, Number 3S/2022.
  • Edison Research: The Infinite Dial 2024, New Jersey,
  • Gasparin, I., Slongo L.A., Omnichannel as a Consumer-Based Marketing Strategy In: Revista de Administracao Contemporanea 27(2), Brazil: Brazilian Academy of Management, 2023.
  • Godin, S., Permission Marketing: Turning Strangers Into Friends and Friend Into Customers, New York: Simon & Schuster, 2018.
  • Harbert, T., Blockchain for Business, Massachusetts: MIT Sloan School of Management, 2019.
  • Hill, L., Digital Transformation: A New Roadmap for Success In:Harvard Business School, 2022, dostupno na: https://www.library.hbs.edu/working- knowledge/leading-in-the-digital-era-a-new-roadmap-for-success datum pristupa: 9. 12. 2024.
  • Kingsnorth S., Digital Marketing Strategy: An Integrated Approach to Online Marketing, London: Kogan Page, 2022.
  • Kocić, M., Radaković, K., The Importance of Digital Marketing in the Process of Customer Relationship Management, In: Marketing 41, No. 1, Kragujevac: Faculty of Economics, 2018.
  • Kotler, P., Armstrong, G., Principles of Marketing, England: Pearson, 2017.
  • Leeflang, P., Verhoef, P., Dahlstrom, P., Freundt, T., Challenges and Solutions for Marketing in a Digital Era In: European Management Journal Vol. XXXII No. I, Elsevier, 2014.
  • Mankad, D., Understanding Digital Marketing: Strategies for Online Success, Boston: GmbH, 2019.
  • Popescu, J., Management of tourist destinations, Singidunum University, Belgrade, 2011.
  • Popescu, J., Key issues of rural tourism development, CenORT, Belgrade,
  • Pulizzi, J., Epic Content Marketing, New York: McGraw Hill Education,
  • Rogers, D., The Digital Transformation Playbook, New York: Columbia Business School, 2016.
  • Ryan, D., Jones, C., Understanding Digital Marketing, London: Kogan Page, 2016.
  • Shirer, M., Worldwide Spending on the Internet of Things is Forecast to Surpass $1 Trillion in 2026, Massachusetts: IDC, 2023.
  • Singla, A., The State of AI in 2023: Generative AI’s breakout year, Chicago: McKinsey & Company, 2023.
  • Su, C., Douyin, TikTok and China’s Online Screen Industry, England: Taylor&Francis, 2023.
  • Unković, S., International Tourism in the Conditions of the Economic Crisis with Special Reference to Southeast Europe, Singidunum Review, 6, No.1, 2009.
  • Yugandhara, Y., Robotic Process Automation Market Trend and Size Report, India: S&S Insider, 2023.
  • Zahidi, S., Future of Jobs, Geneva: WEF, 2023.
  • Zarella, D., The Social Media Marketing Book, Massachusetts: O’Reilly Media, Inc, 2009.