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Konstantia Darvidou, Evangelos Siskos: Digital Marketing Tools in the EU Tourism Sector
Meanwhile, digital tools varied largely by their macroeconomic effects for tourism
exports of the EU member states. The exports increased by almost 50% in the EU
since 2016. The digital marketing tools that already have reached a saturation point
had either low insignificant or even negative correlation between their change and
growth of inbound tourism receipts. Targeted paid advertising online was the best
solution for accommodation sector, especially in tourism-depended economies.
Travel agencies and similar intermediary enterprises stimulate exports of travel
services by supporting a website with personalised content for regular/recurrent
visitors, blogs and using social media to exchange views, opinions or knowledge with
the enterprise, especially in countries less depended on tourism. Nevertheless, this
study did not consider microeconomic effects of digital marketing tools and the effect
on domestic tourism.
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