MANAGING DIGITAL MARKETING VISIBILITY OF ECOTOURISM, SUSTAINABLE AND GREEN TOURISM
Abstract
Since tourism businesses are expected to survive and flourish in today's market, much effort was put into finding a well-adjusted business model. Modern business models are primarily digital marketing based and driven by technological development that facilitates communication. Due to the hyper-competitive market, the main issue remains to find the audience for presenting a product's value, which is the type of marketing that best suits the current habits of environmentally conscious tourists. This scientific study compared expert evaluations of ecotourism, sustainable tourism, and green tourism with user search interests on social media and search engines to improve marketing strategies for these environmentally conscious travel options. The research was conducted using worldwide data between 2021 and 2023. Results have shown significant differences in marketing trends, mainly based on region rankings derived from articles, social media, and search engines.
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References
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