Creating Value and Experiences: The Role of Online Marketing in Tourism Development
Abstract
Digital technologies have significantly transformed the communication of tourism destinations, the processes of experience development, and consumer decision-making. This paper examines the role of online marketing in tourism. It draws on influential and recent publications in marketing and tourism to explore how digital marketing contributes to experience creation, personalisation, and the facilitation of interactions. Attention is given to the application of online marketing at the regional level and in resource-constrained destinations, illustrated by the example of the Zemplén region in Hungary. The use of online marketing in tourism can no longer be regarded merely as a promotional tool; it has become a fundamental condition for competitiveness and a key mechanism for value creation. Alongside these advantages, the study also addresses the associated risks and constraints, including limited resources, technological uncertainty, data protection challenges, and difficulties related to cooperation among stakeholders.
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