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1 2024

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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

2024

z. 192

163--178

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.