| Abstract [eng] |
Study object of the Master thesis is the digital marketing of content in the tourism business. The primary objective of present paper - summarizing theoretical digital and content marketing aspects as well as empirical research results, determine digital content marketing tool applying possibilities in Lithuanian tourism industry. Stages of research: 1) based on scientific literature analysis, discuss digital marketing too applying possibilities and increasing the use of them supposition; 2) explore the concept of content marketing and identify content marketing opportunities in digital marketing; 3) analyse the possibilities for using digital content marketing tools on the basis of the global experience of public tourism organisations; 4) identify digital content marketing measures usefulness to a user that is traveling for tourism; 5) determine influentialdigital content marketing application possibilities in Lithuanian tourism industry. Based on the methods of analysis and synthesis of research results of scientific literature, questionnaire survey and interview, it is concluded that the use of the concept of digital content marketing is of particular importance for marketing decisions of travel agencies, public tourism organisations, as the use of these tools in practice helps businesses reach a larger user audience, a target group of consumers, an opportunity to explore consumer habits and build relationships with the consumer. The results of the study allowed to identify the habits of users' digital content marketing tools and their usefulness to lithuanian residents when preparing to travel or traveling in Lithuania. The results of the study revealed an expert assessment of the marketing opportunities of lithuanian tourism promotion organizations, digital content marketing opportunities, determining the importance of these tools for the development of an effective marketing strategy. On the basis of the analysis of the data obtained in both studies, recommendations were made to improve the effectiveness of digital content marketing tools in the tourism sector. |
