Page 65 - Azerbaijan State University of Economics

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

image expansion, and encouragement of film production”). Deb et al. (2022) stated that
digital marketing is especially efficient in crisis times. Aman et al. (2024) analysed
marketing tools in terms of tourism behaviour in post-pandemic period, including
application of virtual tourism, cloud computing and artificial intelligence. Some studies
are focused on specific national cases. For example, Greece practiced initiatives to
stimulate digital transformation of tourism small and medium enterprises through the
policies of digital skills development, financial support and other tools (Dionysopoulou
& Tsakopoulou, 2021). Parlov et al. (2016) concluded that there was still a large
potential for improving digital marketing in Croatia in comparison to practices of other
European countries.

Veseli-Kurtishi & Ruci (2023) used a survey of Albanian travel agencies. They
considered Instagram (55% of respondents) and Facebook (30%) to be the most
efficient marketing tools. Other tools included internet advertising (10%) and Youtube
(5%). 85% of the agencies also had their own website. 85% increased their sales after
starting using social media.

Veseli et al. (2025) used semi-structured interviews of consumers, businesses, and
industry experts in Kosovo. All the three groups treated digital marketing as important
for tourism sector. Consumers mentioned importance of social media (particularly
Facebook, Instagram and TikTok) for choosing a destination considering availability
of visual content and interactivity. Digital tools can promote sustainable tourism by
directing tourists to under-visited locations and promoting eco-friendly options. Lack
of a national tourism agency was mentioned as a drawback. Tourism businesses
representatives noted that digital marketing tools are more cost-effective. They ensure
wider and more targeted reach (especially for youth) than traditional ones such as
radio and TV promotions, and brochures.

A city-level approach was used by Confetto et al. (2023) who proposed a Digital
Destination Branding framework for cities:
• Social Network Presence (selection of social network channels, main information
and contacts of organization, link from the company website, and frequency of
publications);
• Social Network Content (visual and textual information, links, calls to action,
hashtags, mentions, geotags, presence, place, potential, essential services, events,
sustainability, safety, and reposting content created by users);
• and Digital Tourism Services (booking, newsletter, guides, maps, virtual tours,
and links to review portals).

They used the framework to evaluate 10 destinations in Europe in 2021-2022. Vienna
received the best ranking. Other cities (in descending order) were London, Munich,

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