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Konstantia Darvidou, Evangelos Siskos: Digital Marketing Tools in the EU Tourism Sector

Paris, Madrid, Rome, Amsterdam, Berlin, Barcelona and Milan. Usually destination
marketing organizations of large and famous cities possess inertia as their existing
cultural and historical heritage is already recognized worldwide.

A subsector breakdown of studies allows to provide examples of application of digital
marketing tools for cultural, sports, adventure and natural heritage tourism. Evangelou
et al. (2024) analysed behaviour of individuals practicing cultural tourism in Western
Macedonia region in Greece and suggested that social media can be a good option for
cultural organizations for better audience engagement. Gdonteli et al. (2024)
interviewed managers of sport tourism businesses. Companies with better knowledge
and use of marketing apply social media for customer segmentation, targeting and
positioning. Businesses that consider marketing to be a supplementary activity use a
passive approach and expect customers to come to them.

Digital marketing tools are especially important for niche travel services enterprises,
such as adventure tourism, which may have limited resources. Adventure tourism
organizations were surveyed in Bulgaria, Estonia, Ireland and Scotland in 2017-2018.
They mostly use their websites, Facebook and pay for online advertisements. Instagram,
Twitter and Pinterest were sometimes used, and Snapchat was rarely used. Video and
image posts are especially appreciated. Several digital marketing skills were mentioned
as important: search engine optimization, digital media platforms, accurate position
tracking and mobile applications, location-based mobile applications. Less attention
was payed to augmented virtual reality, 3D and 4D personalized site tours, drone
technology and interactive wearable devices (Palamarova, 2018).

Luque-Martínez et al. (2019) interviewed directors of Natural Protected Areas and
analysed marketing activity in Twitter and Facebook. The study was related to the
areas in USA, Spain, Italy and Mexico. The US parks used Twitter much more
actively. Activity in use of Facebook was also the largest in the US and the lowest in
Mexico. Mitova et al. (2021) assessed natural heritage objects websites in Bulgaria in
2020 against benchmarking frameworks developed by them.

The framework for natural heritage benchmarking included several items grouped into
several categories: general presentation (including quick facts), heritage values, site
condition such as ecological vulnerability, ecosystem services and benefits, site
advantages including opportunities and safety measures, site promotion, public
engagement including educational campaign and scientific projects, techniques and
design (including virtual tours, videos, maps, e-shops for souvenirs etc.). The tourism
and related activities benchmarking system included accessibility, safety and security,
primary service supply, secondary service supply, amenities, and responsible tourism

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