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Die Entwicklung des digitalen Tourismusmarketings: Von Hashtags zu KI-immersiven Reisen im Zeitalter des Metaversums
[The Evolution of Digital Tourism Marketing: From Hashtags to AI-Immersive Journeys in the Metaverse Era]

Author

Listed:
  • Evangelos Christou

    (IHU - International Hellenic University)

  • Antonios Giannopoulos

    (IHU - International Hellenic University)

  • Ioanna Simeli

    (IHU - International Hellenic University)

Abstract

Diese Studie untersucht, wie soziale Medienplattformen Tourismusmarketingstrategien, Verbraucherwahrnehmungen und Reiseverhalten beeinflussen, wobei auch die Auswirkungen auf die Nachhaltigkeit betrachtet werden. Ziel ist es, den aktuellen Stand der Forschung zu sozialen Medien im Tourismusmarketing zu evaluieren, dominante Trends zu identifizieren, empirische Belege für die Wirkung zu beurteilen und bestehende Forschungslücken kritisch hervorzuheben. Die Analyse konzentriert sich auf drei zentrale Ergebnisse im Marketing: Destinationsimage, Reiseabsicht und Nutzerengagement. Zudem beinhaltet sie einen Abschnitt über Nachhaltigkeitsaspekte, die ökologische, soziokulturelle und wirtschaftliche Dimensionen betreffen. Die Studie basiert auf einer systematischen kritischen Auswertung von 147 begutachteten wissenschaftlichen Artikeln, die zwischen 2015 und 2025 veröffentlicht wurden, sowie einer Metaanalyse von 38 quantitativen Studien, die statistische Effektgrößen berichten. Die Metaanalyse verwendet ein Random-Effects-Modell, um den Einfluss verschiedener Plattformen und Studienkontexte zu vergleichen. Moderatorvariablen sind geografische Region, Plattformtyp und methodisches Studiendesign. Die Ergebnisse zeigen, dass Marketing über soziale Medien einen statistisch signifikanten positiven Effekt auf das Destinationsimage (Cohens d = 0,61), die Reiseabsicht (d = 0,54) und das Nutzerengagement (d = 0,43) hat. Die Analyse offenbart zudem geografische Verzerrungen, begrenzte Forschung zu aufstrebenden Plattformen sowie einen Mangel an Längsschnitt- und ethischen Untersuchungen. Die Ergebnisse legen nahe, dass Tourismusforscher und Marketingexperten stärker kontextsensible, interdisziplinäre und ethische Ansätze verfolgen sollten. Kritische Nachhaltigkeitsbedenken wie Übertourismus, kulturelle Kommodifizierung, digitale Ungleichheiten und algorithmische Verzerrungen treten hervor. Weitere Studien könnten sich auf spezifische plattformbezogene Verhaltensweisen, langfristige Auswirkungen und integrierte Online-Strategien konzentrieren, die der globalen Diversität im Tourismus gerecht werden. Schließlich plädiert dieser Artikel für kontextsensible, interdisziplinäre und ethisch fundierte Ansätze, um nachhaltige digitale Tourismusmarketingstrategien zu gewährleisten.

Suggested Citation

  • Evangelos Christou & Antonios Giannopoulos & Ioanna Simeli, 2025. "Die Entwicklung des digitalen Tourismusmarketings: Von Hashtags zu KI-immersiven Reisen im Zeitalter des Metaversums [The Evolution of Digital Tourism Marketing: From Hashtags to AI-Immersive Journ," Post-Print hal-05138446, HAL.
    • Handle: RePEc:hal:journl:hal-05138446
    DOI: 10.3390/su17136016
    Note: View the original document on HAL open archive server: https://hal.science/hal-05138446v1
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    References listed on IDEAS

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