旅游业数字内容营销的跨国分析

Year 2024, Volume: 9 Issue: 2, 165 - 177, 30.09.2024

Fetine Bayraktar

https://doi.org/10.31822/jomat.2024-9-2-165

Abstract

本文的主要目的是评估 DCM 对旅游市场的影响，特别是对不同旅游地区的影响。DCM 是一种数字内向营销战略，旨在通过制作创新内容和增加潜在客户对服务的了解来吸引他们。研究分析了 DCM 战略在旅游市场中的应用和成果，强调了数字营销创新对提高旅游业收入的重要性。本研究基于对旅游业 DCM 的文献综述，采用了 2008 年至 2023 年的科学文章。论文总结了所选期刊中的文章，提供了 DCM 的总体概况。研究强调了营销方法文化变革的必要性，从 "销售 "转向 "帮助"，并在 DCM 中利用社会和电子口碑。这些论文为旅游业的学者和企业提供了理论和实践信息，让他们深入了解实施 DCM 战略的益处和挑战。这些研究还表明，有必要进一步研究数字内容营销，特别是在 B2B 企业的背景下。

---

Keywords

数字内容营销, 数字营销, 旅游业, 消费者行为, 内容创作

Cross-country analysis of digital content marketing in tourism

Abstract

The main purpose of the paper is to evaluate the implications of DCM on the tourism market, specifically in different touristic regions. DCM is a digital inbound marketing strategy that aims to attract potential customers by producing innovative content and increasing their knowledge about services. The studies analyze the applications and outcomes of DCM strategies in the tourism market, highlighting the importance of digital marketing innovations for improving revenue in the sector. The study is based on a literature review of DCM in the tourism industry, using scientific articles from 2008 to 2023. The paper summarizes articles from selected journals to provide an overview of DCM in general. The research emphasizes the need for a cultural change in marketing approaches, shifting from "selling" to "helping" and utilizing social and electronic word of mouth in DCM. The papers provide theoretical and practical information for academics and businesses in the tourism industry, offering insights into the benefits and challenges of implementing DCM strategies. The studies also suggest the need for further research into digital content marketing, particularly in the context of B2B businesses.

---

Keywords

Digital Content Marketing, Digital Marketing, Tourism, Consumer Behavior, Content Creation

References

• Aslan, R., & Tarakçı, İ. E. (2022). Dijital Pazarlama Çağında Yükselen Bir Trend: İçerik Pazarlamasının İncelenmesi. İşletme Araştırmaları Dergisi, 14(1), 1010-1022.
• Baltes, L. P. (2015). Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.
• Bowden, J., & Mirzaei, A. (2021). Consumer engagement within retail communication channels: an examination of online brand communities and digital content marketing initiatives. European Journal of Marketing, 1411-1439.
• Bozkurt, A. (2021). Turizm Pazarlaması Konusunda Son 20 Yılda Tr Dizin’de Yayınlanan Makalelerin. Journal of Tourism and Gastronomy Studies, 9(4), 2972-2983.
• Cheng, Y. S. (2021). The Effect of Content Marketing on Repurchase Intention: A Study of Online Travel Agencies. International Journal of Organizational Innovation (Online), 14(2), 25-36.
• Cokal, Z., & Buyukkuru, M. (2018). Güncel pazarlama yöntemlerinin turizm sektöründe uygulanabilirliğine yönelik bir değerlendirme. Journal of Multidisciplinary Academic Tourism, 3(2), 53-65.
• Damnjanovic, V., Loncaric, D., & Dlacic, J. (2020). Digital marketing strategy of Accor Hotels: shaping the future of hospitality. Tourism and Hospitality Management, 26(1), 233-244.
• Dewi, I. A. K., Yudhistira, P. G. A., & Agustina, N.K.W. (2022). Impact of Digital Content Marketing on Tourist Visit Interest to Melasti Beach: The Mediating Role of Social Word of Mouth, 287-299.
• Dundar, M., & Coban, S. (2020). Ürün Yerleştirme Çabalarında Tüketici Algılarının Satın Alma Niyeti ve Marka İmajı Üzerine Etkileri: Konya İli Örneği. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 11(3), 792-804.
• Francina, V. J., & Harini, G. K. (2018). Content marketing and website efficiency of mallow technologies private limited, 33-43.
• Goldstein, J. (2013). Content marketing: The smart way to grab attention. ABA Bank Marketing, 45(10), 26-29.
• Gregoriades, A., Pampaka, M., Herodotou, H., & Christodoulou, E. (2021). Supporting digital content marketing and messaging through topic modelling and decision trees. Expert systems with applications, 184, 115546.
• Hamzacebi, A. B., & Yozgat, U. (2019). Turizm Sektoründe Algı Yönetiminin Rolü. International Journal of Management and Administration, 3(5), 51-65.
• He, A. Z., Cai, Y., Cai, L., & Zhang, Y. (2021). Conversation, storytelling, or consumer interaction and participation? The impact of brand-owned social media content marketing on consumers’ brand perceptions and attitudes. Journal of Research in Interactive Marketing, 15(3), 419-440.
• Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: marketers’ perceptions of best practice. Journal of research in interactive marketing, 269-271.
• Keke, M. E. (2022). The use of digital marketing in information transport in social media: the example of Turkish companies. Transportation Research Procedia, 63, 2579-2588.
• Khmiadashvili, L. (2019). Digital marketing strategy based on hotel industry study in Tbilisi. International E-Journal of Advances in Social Sciences, 5(14), 922-927.
• Kotler, P., & Armstrong, G. (2018). Principles of Marketing. (17th ed.). Upper Saddle River: Pearson.
• Labanauskaite, D., Fiore, M., & Stašys, R. (2020). Use of E-marketing tools as communication management in the tourism industry. Tourism Management Perspectives, 34, 100652.
• Lehnert, K., Goupil, S., & Brand, P. (2020). Content and the customer: inbound ad strategies gain traction. Journal of Business Strategy, 42(1), 3-12.
• Lei, S. S. I., Pratt, S., & Wang, D. (2017). Factors influencing customer engagement with branded content in the social network sites of integrated resorts. Asia Pacific Journal of Tourism Research, 22(3), 316-328.
• Lodhi, S., & Shoaib, M. (2017). Impact of E-marketing on consumer behavior: A case of Karachi, Pakistan. IOSR Journal of Business and Management, 19(01), 90-101.
• Maeran, R., & Mignemi, G. (2021). The Role of Consumer-Brand Engagement in Tourism Consumption: From User-Generated Content to My Generated Content. TPM: Testing, Psychometrics, Methodology in Applied Psychology, 28(4), 505-520.
• Mathew, V., & Soliman, M. (2021). Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 61-75.
• Mkwizu, K. H. (2019). Digital marketing and tourism: opportunities for Africa. International Hospitality Review, 5-12.
• Nizar, N. A., & Janathanan, C. (2018). Impact of digital marketing on consumer purchase behavior. In APIIT Business, Law & Technology Conference.
• Ozarslan, K., & Alpaslan, B.A. (2018). In The Context of Tourism Marketing G20 Countries’ Instagram Activities. Electronic Turkish Studies, 13 (29).
• Qian, J., Lin, P. M., Law, R., & Li, X. (2022). Lack of IT and digital marketing professionals in hospitality: is it education's fault? Heliyon, 8 (12), e12002.
• Ramesh, M., & Vidhya, B. (2019). Digital marketing and its effect on online consumer buying behavior. Journal of Services Research, 19 (2), 61-77.
• Rancati, E., & Gordini, N. (2014). Content marketing metrics: Theoretical aspects and empirical evidence. European Scientific Journal, 10 (34).
• Rendón, O. H., Martínez, R. M., & Flores, M. S. (2014). Marketing Strategies for Hotel Industry Internationalization in Morelia. Procedia- Social and Behavioral Sciences, 148, 271-279.
• Rowley, J. (2008). Understanding digital content marketing. Journal of Marketing Management, 24 (5-6), 517-540.
• Santos, V., Ramos, P., Sousa, B., Almeida, N., & Valeri, M. (2021). Factors influencing touristic consumer behavior. Journal of Organizational Change Management, 35 (3), 409-429.
• Scorrano, P., Fait, M., Maizza, A., & Vrontis, D. (2019). Online branding strategy for wine tourism competitiveness. International Journal of Wine Business Research, 130-150.
• Simsek, G., & Dincel, A. B. (2020). Turizm Endüstrisinde İçerik Pazarlaması: Kuşadası’ndaki 5 Yıldızlı Konaklama İşletmelerinin İçerik Pazarlaması Uygulamaları. Türk Turizm Araştırmaları Dergisi, 4, (2), 1234-1245.
• Terho, H., Mero, J., Siutla, L., & Jaakkola, E. (2022). Digital content marketing in business markets: Activities, consequences, and contingencies along the customer journey. Industrial Marketing Management, 105, 294-310.
• Tsiakali, K. (2018). User-generated-content versus marketing-generated-content: Personality and content influence on traveler’s behavior. Journal of Hospitality & Management, 27 (8), 946-972.
• Tsiotsou, R. H. (2019). Rate my firm: cultural differences in service evaluations. Journal of Services Marketing, 33 (7), 815-836.
• Varadarajan, R., Welden, R. B., Arunachalam, S., Haenlein, M., & Gupta, S. (2022). Digital product innovations for the greater good and digital marketing innovations in communications and channels: Evolution, emerging issues, and future research directions. International Journal of Research in Marketing, 39 (2), 482-501.
• Vinerean, S. (2017). Content Marketing Strategy. Definitions, Objectives and Tactics. Expert Journal of Marketing, 5 (2), 92-98.
• Vitouladiti, O. (2014). Content analysis as a research tool for marketing, management and development strategies in tourism. Procedia Economics and Finance,9, 278-287.
• Wang, F., Xu, H., Hou, R., & Zhu, Z. (2023). Designing marketing content for social commerce to drive consumer purchase behaviors: A perspective from speech act theory. Journal of Retailing and Consumer Services, 70, 103156.
• Yudhistira, P. G. A., & Bali, S. T. P. (2018). The Effect of E-WOM on Social Media Instagram Toward The Decision To Visit Labuan Bajo. Journal of Business on Hospitality and Tourism, 4 (2), 140-149.