Érték-és élményteremtés: az online marketing szerepe a turizmusfejlesztésben

Noémi Dr. Hajdú

doi:10.33031/ZRFS.2026.1.3

Dr. Hajdú Noémi Miskolci Egyetem https://orcid.org/0000-0002-9288-6907

DOI: https://doi.org/10.33031/ZRFS.2026.1.3

Kulcsszavak: online marketing, élményteremtés, értékteremtés, regionális turizmusfejlesztés

Absztrakt

A digitális technológia jelentősen megváltoztatta a turisztikai desztinációk kommunikációját, az élményfejlesztés folyamatát és a fogyasztói döntéshozatalt. A tanulmány az online marketing szerepét vizsgálja a modern turizmusban. Jelen cikk a marketing és turizmus területén megjelent, meghatározó és legújabb publikációit elemzi. A dolgozat célja annak feltérképezése, hogy miként járulnak hozzá a digitális marketing az élményteremtéshez, a személyre szabáshoz és az interakciók támogatásához. A tanulmány kitér az online marketing alkalmazására regionális szinten és a korlátozott erőforrásokkal rendelkező desztinációk esetében, amelyeket a Zemplén régió példáján keresztül ismertet. Az online marketing turizmusban történő alkalmazása ma már nem csupán promóciós eszköz, hanem a versenyben maradás alapvető feltétele és az értékteremtés kulcsa. Természetesen az előnyök mellett meg kell említeni a felmerülő kockázatokat is, mint például az erőforrások szűkösségét, a technológiai bizonytalanságot, az adatvédelemmel kapcsolatos kihívásokat, valamint az érintettek között lévő együttműködés nehézséget.

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