Skaitmeninės rinkodaros galimybės turizmo versle

LTNuolat besikeičianti ir modernėjanti informacinių technologijų sistema daro vis didesnį poveikį įmonių veiklos organizavimo pobūdžiui. Nepaisant to, kad turizmo sektorius taip pat gana imlus technologinėms naujovėms ir turi gana daug skaitmeninės rinkodaros teikiamų galimybių, turizmo įmonės neišnaudoja skaitmeninės rinkodaros teikiamų abipusės komunikacijos, interaktyvumo galimybių, kurios leidžia kurti ir vystyti prekės ženklus internete, užmegzti ryšius su vartotojais, skatinti jų lojalumą. Raktiniai žodžiai: skaitmeninė rinkodara, turizmo verslas, turizmo rinkodara. [Iš leidinio]

ENThe changing and modernizing information technology system is increasingly affecting the business development. Digital marketing helps organizations reach their target customer groups more effectively, better understand their needs, provide them personalized offers and get a feedback. It allows to communicate differently with several target audiences at the same time, reaching the target group anywhere in the world wherever internet access is available. Despite the fact that the tourism sector is also quite receptive to technological innovation and has quite a lot of digital marketing opportunities, however, companies' online marketing activities are often limited to creating a website and promoting it through advertising and other tools of increasing website traffic. Tourism companies do not take advantage of the opportunities offered by digital marketing for reciprocal communication and interactivity that allow them to create and develop brands online, connect with consumers and promote their loyalty. The aim of this article is to identify digital marketing opportunities in the Lithuanian tourism business. The results of research on usage and usefulness of digital marketing solutions applied in the Lithuanian tourism sector showed that the majority of the respondents searched for the information on Facebook before traveling in Lithuania, they used mobile applications while traveling and the accessibility of interactive maps was especially important for them. This article presents theoretical aspects of digital marketing and discusses digital marketing opportunities in the tourism business. [From the publication]