Wyniki wyszukiwania - BazTech

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'Just like the good old days’. The rationale for leveraging nostalgia in marketing tourist destinations

Daszkiewicz Magdalena

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 192

163--178

EN

Purpose: The paper aims to identify the premises and feasibility of using nostalgia in marketing tourist destinations. Design/methodology/approach: The study was conducted using a literature review supported by bibliographic analysis and desk research involving available online reports and publications on nostalgic travel trends, nostalgic travel behaviour and nostalgic marketing activities applied in the context of tourist destinations. Findings: Considerations based on a scientific research review justify using nostalgia references in a destination marketing context. The rationale for using nostalgia in marketing tourist destinations stems primarily from its identified impact on tourist behaviours and the rise of nostalgic trends. The paper determines the feasibility of leveraging nostalgia in tourism destination marketing by identifying possibilities and specific application areas. Practical implications: The paper indicates the directions for appealing to various nostalgic motivations and triggers. It also identifies the areas of application and multiple possibilities associated with using nostalgia in the marketing of tourist destinations. Originality/value: The review of previous studies demonstrates a frequent focus on research areas referring to selected segments, types of tourism or specific destinations. This paper's value comes from a broad view of the issues related to leveraging nostalgia for tourist destinations and the incorporation of various aspects of application areas.

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Digital nomads as recipients and users of the city's offer. Status and prospects of research

Sztuk Aleksandra

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2024

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z. 193

633--644

EN

Purpose: This paper aims to identify the current state of knowledge and ongoing research related to the digital nomad segment from the perspective of territorial marketing. Design/methodology/approach: The Scoping Review method was used, and the research material was collected from 3 databases: Scopus, Web of Science, and the Google Scholar academic browser. In order to graphically present the research conducted by scientists relating to digital nomads, VOSviewer software was used to build a map of connections between keywords appearing in publications. Findings: Based on the Scoping Review, the author notices a sudden interest in the academic community in the issue of digital nomads, particularly in business economics and social sciences. The analysis of the collected materials allows to conclude that the technological facilities offered by territorial units are one of the critical features of the city as a destination from the perspective of digital nomads. Moreover, the author indicates that the characteristics of the profile of the digital nomad group require constant updates to conduct effective marketing communication of cities with this target group. Place marketing theorists and practitioners looking for effective ways to attract digital nomads should also focus on the possibilities of cooperation with residents because their attitudes and opinions strongly influence the perception of the city. Originality/value: So far, few studies have combined the issue of digital nomads as a group of consumers of the city's offer with the area of city marketing. This paper consolidates previous findings in this area. The last part of the paper proposes future research directions, the results of which may positively affect the effectiveness of marketing activities used by territorial units to gain the interest of digital nomads.

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The use of influencer marketing in marketing communication of places

Łaszkiewicz Anna

Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska

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2023

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z. 173

445--456

EN

Purpose: The purpose of this article is to identify the use of influencer marketing in place communication. Design/methodology/approach: For this purpose, a systematic literature review was conducted using Scopus and Web of Science databases. Findings: A total of 28 articles were identified. Finally, after rejecting duplicates and publications that did not meet the established criteria, the content of 9 articles was analysed. The main thematic threads and research methods were presented and leading journals and countries addressing the analysed issues were identified. Research limitations/implications: The analysis only considers publications in English, which has the effect of limiting the number of publications analysed. Practical implications: The results show a small number of publications dedicated to this topic. The phenomenon of influencer marketing is relatively new and some of the social media platforms have been established over the last few years. This makes it clear that, despite the great popularity of influencers as brand ambassadors or creators worth including in building marketing communications, the topic still needs to be analysed, both on a practical and research basis. Originality/value: This is the first literature review focused on the issues of place marketing and influencer marketing as activities that can have a mutually beneficial impact on promoted tourism destinations. The results of the conducted analysis may be of interest to both researchers of the analysed issue and practitioners, including in particular governmental and local governmental organisations responsible for the promotion of places.