Digital Marketing of Tourist Destinations Based on Geospatial Data

 

Vidovic Aleksandra  [email protected]   ORCID ID: 0000-0002-0913-8546

Vidovic Jovana

 

Apstract

Digital transformation has significantly changed the way tourist destinations are promoted and managed. In the modern environment, geospatial data and GIS (Geographic Information Systems) are becoming key tools in the digital marketing of tourism. The aim of the paper is to analyze the role of geospatial data in improving the digital marketing of tourist destinations, with a special focus on location targeting and the concept of smart tourism. The subject of the research includes the integration of GIS technologies in the processes of promotion and positioning of destinations on digital platforms. Work methods: Analytical, descriptive and comparative methods were used in the work, as well as a review of relevant international literature. The results indicate that the application of geospatial data enables more precise market segmentation, personalized communication with tourists and more efficient management of the destination brand. Conclusion: digital marketing based on geospatial systems is a key element of the competitiveness of modern tourist destinations.

Keywords: digital marketing, GIS, geospatial data, tourism, geo-targeting, smart tourism