Digital-Toolkit for Promoting Tourist Destinations

Abstract

As a result of the active development of tourism in the world, an increasing number of destinations have become available for tourists. At the same time, due to the growing competition, the individuality of special places of recreation sharply decreases. In the face of global competition, when tourist destinations become easily replaceable, destination controls are included in this battle for the attention and resources of tourists. The destination is a complex product, and it is necessary to engage in marketing with the same efforts as enterprises are marketing their goods and services. Due to global digitalization, Internet marketing has long become an integral part of any effective marketing campaign. Determining the goals, methods for achieving them and choosing the right Internet marketing tools are one of the main steps on the path of promoting tourist destinations. Creating an ideal digital marketing strategy is based on the use of a specific set of digital promotion tools. Along with the classic tools, such as website, e-mail marketing, SMM, SEO and SEM, content marketing, it is necessary to implement modern, rapidly gaining popularity in recent years: chatbots and instant messengers, optimization for voice search, video and audio content.

Strategic Planning of the Recreational and Tourism Industry Development: The Ukrainian Evidence

“…Supporting tourism activities in this segment will stimulate demand for both tourism consumption and investment, which will ultimately lead to their direct and indirect impact on other sectors of the economy (Khalid et al, 2019). Also, this quadrant requires a strategy of investment promotion, development, aggressive marketing (Lagodiienko et al, 2019) and promotion of a historically created tourism product (Prokopenko et al, 2019).…”

Innovation management in the hospitality industry

“…This group includes highly developed countries, making it difficult to draw conclusions about the characteristics of countries with a low level of hospitality industry development. In the context of rapid digital transformation [14,15], and access to information, when clients can compare service results within relatively short time intervals, hospitality industry professionals must be familiar with the latest trends in digital technologies [16].…”

Prerequisites for the ecologization of recreational and tourist activities in Ukraine

“…Greening is strategically important for the innovative development of the enterprise. Greening is the tool that provides for the minimization of environmental and economic losses at the level of the enterprise, as well as technological modernization, reorganization of the enterprise and the creation of new integration entities of the inter-industry level, improvement of enterprise management systems, development of environmental management systems [18][19]. One of the important tasks that enterprises face in terms of environmental policy is the choice of the model itself.…”