Aktualni trendi v digitalizaciji

izzivi in priložnosti za destinacijski marketing

Maja Turnšek (Author), Tjaša Alegro (Author)

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;

Data

Language:	Slovenian
Year of publishing:	2023
Typology:	1.16 - Independent Scientific Component Part or a Chapter in a Monograph
Organization:	UM FT - Faculty of Tourism
Publisher:	Univerza v Mariboru, Univerzitetna založba
UDC:	338.48
COBISS:	138808835
Views:	5
Downloads:	0
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Other data

Secondary language:	English
Secondary title:	Current trends in digitalisation
Secondary 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.
Secondary keywords:	destination marketing;digitalisation;VR;platform economy;tourist destination;
Type (COBISS):	Scientific work
Pages:	Str. [225]-244
ID:	20041833