Digital-Toolkit for Promoting Tourist Destinations
Olha Prokopenko1, Yaroslava Larina2, Olena Chetveryk3, Sergiy Kravtsov4, Nataliya Rozhko5, Iryna Lorv6
1Olha Prokopenko*, Department of Business Administration, Tallinn University of Technology, Tallinn, Estonia
2Yaroslava Larina, Department of Marketing and International Trade, National University of Life and Environmental Sciences of Ukraine, Kyiv, Ukraine.
3Olena Chetveryk, Department of Marketing and International Trade, National University of Life and Environmental Sciences of Ukraine Ukraine, Kyiv, Ukraine.
4Sergiy Kravtsov, Department of Tourism and Recreation, Kyiv National University of Trade and Economics, Kyiv, Ukraine.
5Nataliya Rozhko, Industrial Marketing Department, Ternopil Ivan Puluj National Technical University, Ternopil, Ukraine.
6Iryna Lorvi, Department of Marketing, Lutsk National Technical University, Lutsk, Ukraine.
Manuscript received on September 16, 2019. | Revised Manuscript received on 24 September, 2019. | Manuscript published on October 10, 2019. | PP: 4982-4987 | Volume-8 Issue-12, October 2019. | Retrieval Number: L37451081219/2019©BEIESP | DOI: 10.35940/ijitee.L3745.1081219
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© The Authors. Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
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. The following digital Internet marketing tools can be distinguished: Website, Content Marketing, Search Marketing (including Search Engine Optimization, Search engine marketing), Internet Advertising, Email-marketing, Social Media Marketing (SMM), Mobile Marketing, Viral Marketing, Video Marketing, Voice Search, Audio Content, Influencers and micro-influencers, End-to-end analytics. 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.
Keywords: Digital, Toolkit, End-to-end Analytics, Promoting, Tourist Destinations.
Scope of the Article: Digital Clone or Simulation