A digitális marketing, mint a fenntartható turizmus ösztönzője
Szisztematikus szakirodalmi áttekintés
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.
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