DIGITAL MARKETING – A STRATEGYFOR POSITIONING HOTELSWITH SPECIFIC TARGET MARKETS

Dimitar Kolev () and Nadezhda Kostadinova ()
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Dimitar Kolev: University of Economics – Varna, Bulgaria
Nadezhda Kostadinova: University of Economics – Varna, Bulgaria

Economic Science, education and the real economy: Development and interactions in the digital age, 2020, issue 1, 699-713

Abstract: As market conditions in tourism are quite changeable, it is absolutely necessary a wide range of flexible approaches, pointed to potential clients, to be applied. In the era of digitalization there exist different effective digital toolsets thatgive strategic instruments to hoteliers. Using a proper one could turn into powerful means of gaining clients. In the current paper the most popular digital instruments are presented that are applicable in online behavior of hotels with specific target markets and result on successful management policies. A characterization of those kind of hotels is given and finally an example for developing the stages of marketing strategy is presented.

Keywords: strategy; digital marketing; hotels; segmented markets; target tourist markets (search for similar items in EconPapers)
JEL-codes: M31 Z30 Z33 (search for similar items in EconPapers)
Date: 2020
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