A digitális marketing, mint a fenntartható turizmus ösztönzője

Szisztematikus szakirodalmi áttekintés

Kulcsszavak: Digital marketing, Digital tourism, Sustainable tourism development, Digital platform, Systematic literature review

Absztrakt

Az elmúlt években kiemelkedően fontos témává vált a digtális marketing fogalma a turizmusban és a marketing kutatásokban egyaránt. Hiányoznak azonban azoknak az elméleti alapokon nyugvó kutatások, amelyek rávilágítanának arra, hogy milyen módon tudná a turizmus szektor alkalmazni a digitális marketing eszköztárát a turizmus fenntartható fejlődésének elősegítésére. Ezt szem előtt tartva jelen írás szerzői szisztematikus szakirodalmi áttekintést (SLR – Systematic Literature Review) végeztek, 2015 és 2021 között a Scopus és a Web of Science adatbázisokban megjelent 83 folyóiratcikk feldolgozásával. Jelen cikk tehát fontos hozzájárulás a már létező és a jövőben megjelenő digitális marketink eszközök lehetséges használati módjaihoz a turizmusban, különös tekintettel a fenntartható turizmus fejlődésének támogatásában. Továbbá a szerzők egy olyan átfogó, integrált elméleti keretrendszert is létrehoztak, amely a technológia, a marketing és a turizmus kapcsolatát mutatja be és remélhetően inspirálja majd a jövő kutatóit.

Szerző életrajzok

Eliyas Ebrahim Aman, Soproni Egyetem Lámfalussy Sándor Közgazdaságtudományi Kar

PhD hallgató

Árpád Papp-Váry, Budapesti Gazdasági Egyetem, Külkereskedelmi Kar, Marketing Tanszék

Egyetemi docens

Hivatkozások

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Megjelent
2022-12-31
Hogyan kell idézni
AmanE. E., & Papp-Váry Árpád. (2022). A digitális marketing, mint a fenntartható turizmus ösztönzője: Szisztematikus szakirodalmi áttekintés. Multidiszciplináris kihívások, sokszínű válaszok - Gazdálkodás- és Szervezéstudományi folyóirat , (2), 3-33. https://doi.org/10.33565/MKSV.2022.02.01