| dc.description.abstract |
This thesis explores the impact digital marketing has on the tourism sector in six countries
of the Balkan region which are: “Albania, Croatia, Kosovo, Montenegro, Bosnia and
Herzegovina and North Macedonia”. The approach used for this thesis is a mixed
methodology, combining a qualitative data (PRISMA methodology) using a systematic
literature review and a quantitative data gathering information from a survey distributed to
101 tourist accommodation businesses respondents. All the data gathered from the survey
was analyzed in SPSS regarding the frequencies, correlation and ANOVA test. The results
show that “Search Engine Optimization (SEO)”, “Pay-Per-Click (PPC)” and “Social Media
Marketing” are the most widely used and effective digital marketing tools. These methods
have proven to be successful in driving visibility, customer engagement and business
performance. Majority of the respondents rated their digital marketing efforts as very
effective and notice an overall improvement in their business performance. This fact is also
supported by the positive statistic significant correlation of digital marketing adoption and
return on investment. Even if digital marketing is revolutionizing the sector, issues with
infrastructure preparation, strategy integration and measurement accuracy still exist.
According to this study, in order to drive future progress, public and private sector players
in the tourist sector should enhance their digital abilities, create supporting legislation, and
implement more structured digital marketing strategies. |
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