数字趋势和工具推动自由营销国家旅游目的地的变革：利益相关者的视角

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2021-12-31 DOI:10.46222/ajhtl.19770720.204

Mavis Chamboko-Mpotaringa

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引用次数: 2

摘要

这项研究试图从南非营销人员，特别是自由邦省营销人员的角度，确定推动旅游目的地变革的关键数字趋势和工具。基于对旅游目的地营销人员进行的半结构化访谈，研究结果突出了导致旅游营销中断和关键转变的关键数字趋势和工具。研究结果证实，尽管步伐缓慢，但自由邦旅游目的地营销人员已经接受了数字化转型，数字技术的加速增长重塑了旅游目的地的营销流程。这项研究有助于现有的数字营销文献，由于趋势的变化，这些文献需要不断更新，以改善游客体验。该研究对企业、目的地和政策制定者确定可持续技术使用的关键考虑因素，为数字化采用和转型创造有利环境具有重要意义。

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Digital Trends and Tools Driving Change in Marketing Free State Tourism Destinations: A Stakeholder’s Perspective

This study sought to determine the key digital trends and tools driving change in tourism destinations from the perspectives of South African marketers, specifically, those in the Free State province. Based on semi-structured interviews conducted with tourism destination marketers, the findings highlight key digital trends and tools causing disruptions and crucial shifts in tourism marketing. The results confirm that, although at a slow pace, Free State tourism destination marketers have embraced digital transformation and that the accelerated growth in digital technologies has reshaped the marketing processes of tourism destinations. The study contributes to the existing literature on digital marketing, which needs to be constantly updated, due to the changes in the trends, to improve the visitor experience. The study has implications for businesses, destinations, and policymakers in identifying key considerations for sustainable technology use, creating an enabling environment for digital adoption and transformation.

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来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.