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Title:Aktualni trendi v digitalizaciji : izzivi in priložnosti za destinacijski marketing
Authors:ID Turnšek, Maja (Author)
ID Alegro, Tjaša (Author)
Files:.pdf Turisticne_destinacijske_organizacije_2023.pdf (29,07 MB)
MD5: D0DF2B149A6266282EE5E1384BF42F81
 
URL https://press.um.si/index.php/ump/catalog/book/718
 
Language:Slovenian
Work type:Scientific work
Typology:1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization:FT - Faculty of Tourism
UZUM - University of Maribor Press
Abstract:Destinacijski marketing je v zadnjih dveh desetletjih doživel pravo preobrazbo zaradi razvoja interneta in sodobne IKT tehnologije. To je označeno z globalno koncentracijo moči digitalnih platform in spremembami, ki sledijo družbenoekonomskim krizam v zadnjih dveh desetletjih. Osrednji del komuniciranja turističnih destinacij oziroma DMO-jev danes poteka prek uradnih spletnih strani in družbenih omrežij, kot so YouTube, Facebook, Instagram in v zadnjih letih Tik Tok. Prav tako je s pojavom pandemije COVIDA-19 veliko DMO-jev razširilo svojo promocijo tudi z virtualnimi vsebinami, in sicer s 360-stopinjski posnetki destinacij, znamenitosti, muzejev, z VR ogledi, s pomočjo VR očal in z AR mobilnimi aplikacijami. V marketinških kampanjah so v tem času nagovarjali goste, naj spoznavajo lastno državo oziroma da so varna destinacija, in jih vabili k obisku. Uporaba novih tehnologij, ki se uporabljajo tudi v promocijske namene, je ključnega pomena za ohranjanje konkurenčnosti destinacij na trgu. Digitalizacija je prinesla številne nove priložnosti, poleg tega pa tudi izzive pri vključevanju novih tehnologij v promocijo destinacij.
Keywords:destinacijski marketing, digitalizacija, VR, platformna ekonomija, turistična destinacija
Publication status:Published
Publication version:Version of Record
Publication date:13.01.2023
Publisher:Univerza v Mariboru, Univerzitetna založba
Year of publishing:2023
Number of pages:Str. 225-244
PID:20.500.12556/DKUM-86080 New window
UDC:338.48
COBISS.SI-ID:138808835 New window
Publication date in DKUM:05.10.2023
Views:454
Downloads:48
Metadata:XML DC-XML DC-RDF
Categories:Misc.
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Record is a part of a monograph

Title:Turistične destinacijske organizacije : gonila povezanega kreativnega zelenega razvoja in trženja
Editors:Tanja Lešnik Štuhec, Barbara Pavlakovič, Nejc Pozvek
Place of publishing:Maribor
Publisher:Univerza v Mariboru, Univerzitetna založba
Year of publishing:2023
ISBN:978-961-286-655-6
COBISS.SI-ID:125939715 New window

Licences

License:CC BY 4.0, Creative Commons Attribution 4.0 International
Link:http://creativecommons.org/licenses/by/4.0/
Description:This is the standard Creative Commons license that gives others maximum freedom to do what they want with the work as long as they credit the author.
Licensing start date:13.01.2023

Secondary language

Language:English
Title:Current trends in digitalisation : challenges and opportunities for destination marketing
Abstract:Destination marketing has undergone a real transformation in the last two decades due to the development of the internet and modern ICT technology. The development of digitalisation processes in the past two decades has gone hand in hand with global market concentration and has seen disruptive changes primarily after the main socio-economic crises of the past two decades. An important part of the communication of tourist destinations or DMOs now takes place through official websites and social networks such as YouTube, Facebook, Instagram and in recent years, Tik Tok. Also, with the advent of the COVID-19 pandemic, many DMOs have expanded their promotion with virtual content, including 360-degree shots of destinations, landmarks, museums, VR tours with VR glasses and AR mobile apps. During marketing campaigns, DMOs urged guests to get to know their own country or that they are a safe destination and invited them to visit. The use of new technologies, which are also used for promotional purposes, is crucial for maintaining the competitiveness of destinations in the market. Digitisation, however, has brought not only many new opportunities but also important challenges in integrating new technologies into destination promotion.
Keywords:destination marketing, digitalisation, VR, platform economy, tourist destination


Collection

This document is a part of these collections:
  1. Turistične destinacijske organizacije

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