A Tourist’s View of Digital Marketing in Finding Thermal Springs Near Thessaloniki: A Case Study of Lagkada Baths

Vesna Lukovic ()

A chapter in Recent Advancements in Tourism Business, Technology and Social Sciences, 2024, pp 225-247 from Springer

Abstract: Abstract Today, we have access to plenty of information available online. That has influenced our expectations as customers. Internet and social media changed how companies, associations, and others market their products and services to their target demographics. The aim of this paper is to contribute to the understanding of digital marketing in terms of internet visibility of a particular facility from a tourist’s viewpoint. By applying internet search techniques and content analyses, the research methodology aims to identify and compare search results on Google, the largest search engine in the world on one hand; and on Facebook, the largest social network in the world, on the other hand. The finding of the study is that the visibility of Lagkada baths on Google and Facebook is determined by the structure and the business model of both, the search engine and the social network. Still, Google and Facebook offer various digital marketing possibilities to companies, associations, and others to improve the visibility of their products and services. The future application of this research could focus on comparing the digital presentation of Lagkada baths with its financial resources allocated to digital marketing and the financial outcomes in a given time period so as to better understand digital marketing success.

Keywords: Digital marketing; Social media; Online visibility; Tourism (search for similar items in EconPapers)
JEL-codes: M37 O36 Z32 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-54338-8_14

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DOI: 10.1007/978-3-031-54338-8_14

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