The Impact of Digital Marketing on Promotion and Sustainable Tourism Development

Artan Veseli (), Leureta Bytyqi, Petrit Hasanaj and Agron Bajraktari
Additional contact information
Artan Veseli: Faculty of Tourism and Environment, University of Applied Sciences in Ferizaj, 70000 Ferizaj, Kosovo
Leureta Bytyqi: Faculty of Tourism and Environment, University of Applied Sciences in Ferizaj, 70000 Ferizaj, Kosovo
Petrit Hasanaj: Faculty of Tourism and Environment, University of Applied Sciences in Ferizaj, 70000 Ferizaj, Kosovo
Agron Bajraktari: Faculty of Tourism and Environment, University of Applied Sciences in Ferizaj, 70000 Ferizaj, Kosovo

Tourism and Hospitality, 2025, vol. 6, issue 2, 1-23

Abstract: This paper aims to analyze the influence of digital marketing in Kosovo’s tourism industry from three key perspectives: consumers, businesses, and industry experts (IEs). The research explores how digital marketing influences the identification of tourist destinations, the promotion of tourism businesses, and sustainable tourism development. The study used semi-structured interviews to collect primary data from twenty-five participants, selected through non-probability and purposive heterogeneous sampling techniques. The data were analyzed qualitatively using a thematic analysis approach, encompassing a multi-step coding process involving data categorization, reduction, and display techniques. The findings reveal that digital marketing significantly impacts Kosovo’s tourism industry. A qualitative analysis of the interviews confirms that digital media is crucial for consumers in identifying tourist destinations. Tourism businesses utilize digital marketing channels to advertise destinations, while IEs recognize digital marketing’s pivotal role in fostering tourism sustainable growth. This study sheds light on how digital marketing not only supports the promotion and identification of tourist destinations but also contributes to long-term tourism development. The study offers practical implications, providing valuable insights for tourists seeking destination information, for businesses in enhancing digital engagement with tourists, and for policymakers aiming to develop targeted, sustainable tourism strategies that leverage digital marketing trends.

Keywords: digital marketing; destination promotion; sustainable tourism development; Kosovo tourism (search for similar items in EconPapers)
JEL-codes: Z3 Z30 Z31 Z32 Z33 Z38 (search for similar items in EconPapers)
Date: 2025
References: View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.mdpi.com/2673-5768/6/2/56/pdf (application/pdf)
https://www.mdpi.com/2673-5768/6/2/56/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jtourh:v:6:y:2025:i:2:p:56-:d:1621409

Access Statistics for this article

Tourism and Hospitality is currently edited by Mr. Philip Li

More articles in Tourism and Hospitality from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().