Page 63 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.82, # 2, 2025, pp. 61-78

Guedes et al. (2023) included virtual proximity (Google Trends search data) and
digitalization (number of internet users) variables in a gravity model of tourism arrivals in
five South European countries (France, Greece, Italy, Portugal and Spain). Virtual
proximity promoted by digital platforms (“Tripadvisor,” “Booking.com,” “Travelocity”,
“Expedia,” and “Orbitz”) was a significant positive factor for the inbound tourism in 2004-
2019. Digitalization was also important: internet penetration increase by 1% increased
foreign tourists arrivals by 0.6%.

As for specific digital tools, Parlov et al. (2016) considered technological communication
means for tourism promotion: accessible, user friendly and mostly interactive web-sites,
web domains, content management system for search engine optimization, highly-
personalized e-mail marketing, mobile e-marketing via applications for smartphones and
tablets, and management of social networks. Iswanto et al. (2024) provided a systemic
literature about digital marketing in tourism. Most of the studies mentioned social media,
websites, some – interesting content, search engine optimization, blogs, emails and
advertisements. They empathize the role of influencers and hashtags in social media
marketing campaigns, quality content creation, website optimization, search engine
optimization implementation and integrating consumer participation.

Word of mouth communication via social media is important (Kastanidou, 2019).
Tourists also can alter other consumers’ behavior by sharing ideas and experiences
within social media platforms (Surugiu et al., 2019). Kilipiri et al. (2023) showed the
positive effect of Instagram travel influencers on promoting sustainable destinations.
At the same time, using geo-location data by them provides no additional positive
effect on travellers’ choices. Dewantara et al. (2023) considered the role of travel
vlogs and their ecosystem including (vlogger, viewer and destination marketer).

The role of smartphones is increasingly important as a typical person checks it 150 times
per day (Kastanidou, 2019). There are more opportunities nowadays for personalized
marketing at digital platforms and potential clients spend more hours a day in their mobile
devices (Ratiu & Purcarea, 2015). Maurer (2022) mentioned that in 2020 an average
person was online more than 6.5 hours a day (or 40% of waking life), mostly via mobile
devices. Pranicevic et al. (2019) suggest that hotels and travel agencies should adapt to
wider use of mobile platforms (in particular web site design suitable for tablets and
smartphones). Mobile devices were increasingly more used for planning travels (hotel
reservations and services of travel agencies) in 2010-2016. A great majority of travellers
do not plan all their activities in advance. They use mobile devices when they are on the
road or when they arrive in the destination. A decade ago 53% business travellers and
31% of leisure travellers used mobile phones to make their reservations. The ratios are
higher in weekends. Mastorakis et al. (2013) proposed a technology convergence model

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