{"title":"Digital Trends and Tools Driving Change in Marketing Free State Tourism Destinations: A Stakeholder’s Perspective","authors":"Mavis Chamboko-Mpotaringa","doi":"10.46222/ajhtl.19770720.204","DOIUrl":null,"url":null,"abstract":"This study sought to determine the key digital trends and tools driving change in tourism destinations from the perspectives of South African marketers, specifically, those in the Free State province. Based on semi-structured interviews conducted with tourism destination marketers, the findings highlight key digital trends and tools causing disruptions and crucial shifts in tourism marketing. The results confirm that, although at a slow pace, Free State tourism destination marketers have embraced digital transformation and that the accelerated growth in digital technologies has reshaped the marketing processes of tourism destinations. The study contributes to the existing literature on digital marketing, which needs to be constantly updated, due to the changes in the trends, to improve the visitor experience. The study has implications for businesses, destinations, and policymakers in identifying key considerations for sustainable technology use, creating an enabling environment for digital adoption and transformation.","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":" ","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2021-12-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"2","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"African Journal of Hospitality, Tourism and Leisure","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46222/ajhtl.19770720.204","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}
引用次数: 2
Abstract
This study sought to determine the key digital trends and tools driving change in tourism destinations from the perspectives of South African marketers, specifically, those in the Free State province. Based on semi-structured interviews conducted with tourism destination marketers, the findings highlight key digital trends and tools causing disruptions and crucial shifts in tourism marketing. The results confirm that, although at a slow pace, Free State tourism destination marketers have embraced digital transformation and that the accelerated growth in digital technologies has reshaped the marketing processes of tourism destinations. The study contributes to the existing literature on digital marketing, which needs to be constantly updated, due to the changes in the trends, to improve the visitor experience. The study has implications for businesses, destinations, and policymakers in identifying key considerations for sustainable technology use, creating an enabling environment for digital adoption and transformation.
期刊介绍：
AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.
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