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Comparative Study in Digital Marketing Trends in Adventure Tourism: Bulgaria, Estonia, Ireland and Scotland

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  • Plamena PALAMAROVA

    (University of Economics - Varna)

Abstract

Adventure tourism is one of the fastest growing segments of the tourism industry and has been recognized as a powerful tool that can promote sustainable development in rural and economically marginal areas, generating smart employment and jobs growth, as well as providing strong incentives for conserving the natural environment. Adventure tourism services are getting more popular in Europe in recent years, and with the abundance of tourism organizations, adventure types and destinations, successful marketing strategy is key for attracting new customers to the niche service. With the worldwide digitalization trend the main channels for information on different and alternative types of tourism in recent years have been the different digital communication platforms (social media, website, e-mail and e-WOM marketing). The balanced online presence of the organization is an extremely valuable tool, especially if the target audience is young and active people looking for new opportunities. Unlike classic media communication tools, digital communications are extremely effective on the basis of much more limited resources. Therefore, for organizations offering a niche service, such as adventure tourism, the need for adopting digital communication channels is key for its market success. The survey, presented in the current paper, has been conducted with stakeholders in four different countries in Europe: Bulgaria, Estonia, Ireland and Scotland, and aims to establish the existing skill levels in digital marketing of adventure tourism organizations, as well as the opportunities for educational courses in the field of digital communication. Results are compared and analysed, in order to outline the current trends and opportunities for the stakeholders currently on the market, but also for those, looking for new tourism service opportunities.

Suggested Citation

  • Plamena PALAMAROVA, 2018. "Comparative Study in Digital Marketing Trends in Adventure Tourism: Bulgaria, Estonia, Ireland and Scotland," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 242-251, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2018:i:1:p:242-251
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    File URL: http://www.etimm.ase.ro/RePEc/aes/jetimm/2018/ETIMM_V01_2018_83.pdf
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    References listed on IDEAS

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    1. Bistra Vassileva, 2017. "Consumer Activities and Reactions to Social Network Marketing," Management Challenges in a Network Economy: Proceedings of the MakeLearn and TIIM International Conference 2017,, ToKnowPress.
    2. Darina Pavlova, 2018. "Customer Equity Management through Customer Engagement: A Critical Review," Global Economic Observer, "Nicolae Titulescu" University of Bucharest, Faculty of Economic Sciences;Institute for World Economy of the Romanian Academy, vol. 6(1), June.
    3. Bistra Vassileva, 2017. "Consumer Activities and Reactions to Social Network Marketing," Management, University of Primorska, Faculty of Management Koper, vol. 12(2), pages 133-144.
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    Cited by:

    1. Krzysztof BORODAKO & Jadwiga BERBEKA & Michał RUDNICKI & Mariusz ŠAPCZYŃSKI, 2021. "Online Visibility and Knowledge-Intensive Business Services Performance: The Scope of Interrelatedness," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 157-173, August.

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      More about this item

      Keywords

      digital marketing; adventure tourism; digital marketing skills; social media marketing.;
      All these keywords.

      JEL classification:

      • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
      • L83 - Industrial Organization - - Industry Studies: Services - - - Sports; Gambling; Restaurants; Recreation; Tourism

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