旅游业数字内容营销的跨国分析

Yıl 2024, Cilt: 9 Sayı: 2, 165 - 177, 30.09.2024

Fetine Bayraktar

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

Öz

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。

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Anahtar Kelimeler

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

Öz

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.

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Anahtar Kelimeler

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

Kaynakça

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