IDEAS home Printed from https://ideas.repec.org/a/bra/journl/v11y2020i1p7-13.html
   My bibliography  Save this article

The Current State of Tourism Promotion. Promotional Strategies Used in an Urban Area

Author

Listed:
  • Florin Alexandru Bude

    (Ioan Slavici University of Timișoara)

Abstract

The tourism industry has undergone significant transformations due to economic downturns, particularly during the COVID-19 pandemic. This paper examines the current state of tourism promotion and the strategic approaches utilized in urban areas. The primary objective of tourism businesses is to attract and retain customers through well-designed promotional strategies. Effective tourism promotion involves a combination of cognitive and behavioural strategies to enhance customer engagement. The study explores four major promotional strategies: attraction, push, defensive, and offensive approaches. Additionally, it highlights the role of online and offline advertising in urban tourism promotion, emphasizing the importance of digital marketing, search engine optimization (SEO), and traditional advertising techniques. The findings suggest that a hybrid approach, integrating both online and offline strategies, yields the best results for sustainable tourism growth. (Kotler, Bowen, & Makens, 2017)

Suggested Citation

  • Florin Alexandru Bude, 2020. "The Current State of Tourism Promotion. Promotional Strategies Used in an Urban Area," BRAND. Broad Research in Accounting, Negotiation, and Distribution, EduSoft Publishing, vol. 11(1), pages 7-13.
    • Handle: RePEc:bra:journl:v:11:y:2020:i:1:p:7-13
    as

    Download full text from publisher

    File URL: http://www.edusoft.ro/brand/RePEc/bra/journl/brand_11_bude.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Xiang, Zheng & Gretzel, Ulrike, 2010. "Role of social media in online travel information search," Tourism Management, Elsevier, vol. 31(2), pages 179-188.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Mahan, Joseph E. & Seo, Won Jae & Jordan, Jeremy S. & Funk, Daniel, 2015. "Exploring the impact of social networking sites on running involvement, running behavior, and social life satisfaction," Sport Management Review, Elsevier, vol. 18(2), pages 182-192.
    2. Tao Liu & Ying Zhang & Huan Zhang & Xiping Yang, 2021. "A Methodological Workflow for Deriving the Association of Tourist Destinations Based on Online Travel Reviews: A Case Study of Yunnan Province, China," Sustainability, MDPI, vol. 13(9), pages 1-15, April.
    3. Ahmed Ibrahim Alzahrani & T. Ramayah & Nalini Suppiah & Osama Alfarraj & Nasser Alalwan, 2020. "Modeling Blog Usage From a Developing Country Perspective Using Structural Equation Modeling (SEM)," SAGE Open, , vol. 10(3), pages 21582440209, July.
    4. Król, Karol, 2017. "Promoting of agrotourism on the internet – a lesson from the Visegrad group countries," Journal of Agribusiness and Rural Development, University of Life Sciences, Poznan, Poland, vol. 46(4), April.
    5. Sharma, Mahak & Antony, Rose & Sehrawat, Rajat & Cruz, Angel Contreras & Daim, Tugrul U., 2022. "Exploring post-adoption behaviors of e-service users: Evidence from the hospitality sector /online travel services," Technology in Society, Elsevier, vol. 68(C).
    6. Yanlong Guo & Jiaying Yu & Han Zhang & Zuoqing Jiang, 2022. "A Study on Cultural Context Perception in Huizhou Cultural and Ecological Reserve Based on Multi-Criteria Decision Analysis," Sustainability, MDPI, vol. 14(24), pages 1-20, December.
    7. Krakover, Shaul & Corsale, Andrea, 2021. "Sieving tourism destinations: Decision-making processes and destination choice implications," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(1), pages 33-43.
    8. Qu, Hailin & Lee, Haeyoung, 2011. "Travelers’ social identification and membership behaviors in online travel community," Tourism Management, Elsevier, vol. 32(6), pages 1262-1270.
    9. Li, Xiangping & Li, Xiang (Robert) & Hudson, Simon, 2013. "The application of generational theory to tourism consumer behavior: An American perspective," Tourism Management, Elsevier, vol. 37(C), pages 147-164.
    10. Benjamin Appiah Osei & Ama Nyenkua Abenyin, 2016. "Applying the Engell–Kollat–Blackwell model in understanding international tourists’ use of social media for travel decision to Ghana," Information Technology & Tourism, Springer, vol. 16(3), pages 265-284, September.
    11. Antoniadis, Konstantinos & Grougiou, Vasiliki & Zafiropoulos, Kostas & Vrana, Vasiliki & Theocharidis, Anastasios Ioannis, 2018. "The use of Facebook and Twitter by DMOs in Europe," MPRA Paper 98936, University Library of Munich, Germany.
    12. Tomasz Stanisław Szopiński & Robert Nowacki, 2014. "Plane Ticket Price Dispersion in the Online Selling System in Poland," Contemporary Economics, University of Economics and Human Sciences in Warsaw., vol. 8(2), June.
    13. Torres, Juan Pablo & Barrera, Jose Ignacio & Kunc, Martin & Charters, Steve, 2021. "The dynamics of wine tourism adoption in Chile," Journal of Business Research, Elsevier, vol. 127(C), pages 474-485.
    14. Chen, Xuqi & Gao, Zhifeng & House, Lisa, 2016. "Own and Cross-effect of Social Media on Demand for Fresh Produce: A Case of Consumer Preference for California versus Florida Strawberry," 2016 Annual Meeting, February 6-9, 2016, San Antonio, Texas 230137, Southern Agricultural Economics Association.
    15. Paolo Enria, 2012. "Local identity and food and wine communication as a lever for place marketing," CERIS Working Paper 201208, CNR-IRCrES Research Institute on Sustainable Economic Growth - Torino (TO) ITALY - former Institute for Economic Research on Firms and Growth - Moncalieri (TO) ITALY.
    16. Amal Ponathil & Aasish Bhanu & Kalyan Piratla & Vivek Sharma & Kapil Chalil Madathil, 2024. "Investigation of the factors influencing the online consumer’s choice of a service provider for home improvement," Electronic Commerce Research, Springer, vol. 24(4), pages 2519-2546, December.
    17. Saridakis, George & Benson, Vladlena & Ezingeard, Jean-Noel & Tennakoon, Hemamali, 2016. "Individual information security, user behaviour and cyber victimisation: An empirical study of social networking users," Technological Forecasting and Social Change, Elsevier, vol. 102(C), pages 320-330.
    18. Sparks, Beverley A. & Perkins, Helen E. & Buckley, Ralf, 2013. "Online travel reviews as persuasive communication: The effects of content type, source, and certification logos on consumer behavior," Tourism Management, Elsevier, vol. 39(C), pages 1-9.
    19. Assumpció Huertas & Antonio Moreno & Jordi Pascual, 2021. "Place Branding for Smart Cities and Smart Tourism Destinations: Do They Communicate Their Smartness?," Sustainability, MDPI, vol. 13(19), pages 1-18, October.
    20. Elisa Claire Alemán Carreón & Hugo Alberto Mendoza España & Hirofumi Nonaka & Toru Hiraoka, 2021. "Differences in Chinese and Western tourists faced with Japanese hospitality: a natural language processing approach," Information Technology & Tourism, Springer, vol. 23(3), pages 381-438, September.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bra:journl:v:11:y:2020:i:1:p:7-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Bogdan Patrut (email available below). General contact details of provider: http://brand.edusoft.ro .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.