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New trends of marketing communication in the digital era of tourism: Territorial disparities and current challenges

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  • Kristina Melusova

    (University of Ss Cyril and Methodius in Trnava, Trnava, Slovakia)

Abstract

Based on the theoretical context and analytical research, the study aimed to identify the level of use of digital marketing communication tools in the context of urban tourism development in the Slovak Republic, and to analyze possible barriers and disparities in their implementation in practice. The results of statistical hypothesis testing show that there is a statistically significant correlation between the level of use of digital marketing tools and the existence of barriers to the implementation of digital marketing tools in the development of tourism in the municipality. There is also a statistically significant correlation between the level of existence of barriers to the use of online communication tools and the approved budget for tourism. There are also significant disparities between the level of implementation of online marketing communication tools in the context of tourism development in local self-governments. According to respondents, the reason is insufficient financial resources for local self-governments, marketing skills of tourism workers, but also the level of use of new digital trends, such as artificial intelligence. In conclusion, it can be stated that the benefit of the processing of the presented study is the analysis of the implementation of digital marketing communication in terms of supporting the development of local tourism, supported by statistical and mathematical calculations of the level of their use in practice.

Suggested Citation

  • Kristina Melusova, 2025. "New trends of marketing communication in the digital era of tourism: Territorial disparities and current challenges," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 20(4), pages 40-53.
    • Handle: RePEc:cub:journm:v:20:y:2025:i:4:p:40-53
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    JEL classification:

    • C12 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods and Methodology: General - - - Hypothesis Testing: General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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