ДИГИТАЛНИЯТ МАРКЕТИНГ – СТРАТЕГИЯ ЗА ПОЗИЦИОНИРАНЕ НА ХОТЕЛИ СЪС СПЕЦИФИЧНИ ЦЕЛЕВИ ПАЗАРИ
DIGITAL MARKETING – A STRATEGY FOR POSITIONING HOTELS WITH SPECIFIC TARGET MARKETS

Author(s): Dimitar Kolev, Nadezhda Kostadinova
Subject(s): Economy, Marketing / Advertising
Published by: Икономически университет - Варна
Keywords: strategy; digital marketing; hotels; segmented markets; target tourist markets
Summary/Abstract: As market conditions in tourism are quite changeable, it is absolutely necessary a wide range of flexible approaches, pointed to potential clients, to be applied. In the era of digitalization there exist different effective digital toolsets that give strategic instruments to hoteliers. Using a proper one could turn into powerful means of gaining clients. In the current paper the most popular digital instruments are presented that are applicable in online behavior of hotels with specific target markets and result on successful management policies. A characterization of those kind of hotels is given and finally an example for developing the stages of marketing strategy is presented.

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