| Abstract [eng] |
This thesis explores the possibilities of development of electronic marketing tools to increase the tourist attractiveness of the region. In order to increase the tourist attractiveness of the region, it is necessary to expand the use of electronic marketing tools. Electronic marketing tools have become the basis of marketing campaigns not only in tourism but also in other economic sectors, and are valued for their high dissemination, versatility, ease of adjustment and ability to track data in the present moment. Electronic marketing is particularly important for the tourism sector due to the wide and rapid dissemination of information, which is a key element in competing in the global tourism market. The thesis topic set in the introduction states that in Klaipeda region electronic marketing tools for the promotion of tourism and increase of the tourist attractiveness of the region are underused. The first, theoretical, chapter of the Master’s thesis includes analysis of documents and scientific sources, defines the concept, structure, classification and application models of e-marketing and the need and specifics of e-marketing in the tourism sector are analyzed. Synergy of good practice in e-marketing and regional tourist attractiveness are also analyzed. The second chapter describes the research methodology of the development of electronic marketing tools to enhance the tourist attractiveness of the region. The third chapter presents the results of the research - the analysis of electronic marketing tools used by Klaipėda region municipal institutions providing tourism information and the analysis and interpretation of semi-structured interviews. At the end of the third part, a model of using electronic marketing tools to promote the attractiveness of a tourist area is presented. The final chapter of the paper provides the conclusion that Klaipėda region tourism institutions, do not make full use of possibilities provided by electronic marketing tools – e-marketing tools is only partially used, without take advantage of functionality and specificity. The development of e-marketing tools includes not only the wider application of electronic marketing tools of tourism marketing in the Klaipeda region. It is highly significant for the creation of high-quality tourism marketing content and the involvement of the region's residents and tourists in order to enhance the region's awareness and the shape a positive image of the Klaipėda region as a tourist area. |
