The Value of Cluster Association for Digital Marketing in Tourism Regional Development

Raúl Tarazona-Montoya, Marta Peris-Ortiz and Carlos Devece
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Raúl Tarazona-Montoya: Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain
Marta Peris-Ortiz: Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain
Carlos Devece: Business Organization Deparment, Universitat Politècnica de València, 46022 València, Spain

Sustainability, 2020, vol. 12, issue 23, 1-18

Abstract: This paper analyses the advantages of membership in a cluster in the effective use of digital marketing tools and in a general way, in the performance, especially for the small and medium firms in underdeveloped regions. For this purpose, a case method research was conducted in the tourism sector, specifically in the hotels in the La Guajira Department, Colombia, where there is a regional tourism cluster. The tourism sector especially depends on digital marketing and the proper use of available digital marketing tools play an essential role in the performance. To conduct the study, 40 hotels in La Guajira were analyzed, whether or not they were members in the cluster. The obtained data were assessed by means of fuzzy set Qualitative Comparative Analysis to check the hypotheses. The results reveal the most effective combinations of digital marketing tools and the activities in which especially small and medium firms must engage in the cluster to obtain better results.

Keywords: digital marketing; regional development; cluster; tourism; fsQCA (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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