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Digital Marketing – A Strategyfor Positioning Hotelswith Specific Target Markets

Author

Listed:
  • Dimitar Kolev

    (University of Economics – Varna, Bulgaria)

  • Nadezhda Kostadinova

    (University of Economics – Varna, Bulgaria)

Abstract

As market conditions in tourism are quite changeable, it is absolutely necessary a wide range of flexible approaches, pointed to potential clients, to be applied. In the era of digitalization there exist different effective digital toolsets thatgive strategic instruments to hoteliers. Using a proper one could turn into powerful means of gaining clients. In the current paper the most popular digital instruments are presented that are applicable in online behavior of hotels with specific target markets and result on successful management policies. A characterization of those kind of hotels is given and finally an example for developing the stages of marketing strategy is presented.

Suggested Citation

  • Dimitar Kolev & Nadezhda Kostadinova, 2020. "Digital Marketing – A Strategyfor Positioning Hotelswith Specific Target Markets," Economic Science, education and the real economy: Development and interactions in the digital age, Publishing house Science and Economics Varna, issue 1, pages 699-713.
    • Handle: RePEc:vrn:cfdide:y:2020:i:1:p:699-713
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    More about this item

    Keywords

    strategy; digital marketing; hotels; segmented markets; target tourist markets;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z30 - Other Special Topics - - Tourism Economics - - - General
    • Z33 - Other Special Topics - - Tourism Economics - - - Marketing and Finance

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