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1 2024

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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

2024

z. 193

633--644

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.