Luiza CARAIVAN

QUAESTUS MULTIDISCIPLINARY RESEARCH JOURNAL
DIGITAL TOURISM: A REVIEW OF TRENDS

IN PROMOTING TOURISM ACTIVITIES
Luiza CARAIVAN
Abstract: The aim of this paper is to present the development of digital tourism
not only as a theoretical concept but also as an opportunity for small or medium
sized business that are welcoming visitors. It presents the current trends in
digital tourism, focusing on digital media and how technology is shaping and
informing travel decisions.
Keywords: digital media, tourism, trends
Digital tourism can be defined in two ways: travelling from here to there
without leaving your chair and the way “critical digital tourism studies defines
a new cross-disciplinary field where the sociality of virtual tourism interactions
is examined (entailing the study of structures, social rules, ideologies, power
relations, sustainability dimensions, ethics, and cultural values shaping digital
tourism)” . The virtual landscape of tourism is the newest concept of this decade
and the former definition has been introduced at the beginning of the 21st
century, whereas scholars have been using the latter since 2012. Information
technologies are closely related to management and marketing tools, therefore
IT studies have been connected to business studies and tourism. At the same
time, language has crossed the bridge from being an obstacle in communication
to becoming a key ingredient in facilitating communication, ever since English
has become an international language. That is why, each person having a small
business in the field of tourism had to find a way of promoting their businesses
on-line and of understanding the reviews on tourism websites, in an attempt to
transform their clients into admirers, fans and, eventually, into unofficial
representatives or even ambassadors. Moreover, recent trends influence
tourists’ use of technology to discover, outline and arrange their trip or holiday,
and finally share their travel experiences.
Thus, encouraging plural research perspectives and a critical approach to
studying virtual tourism is essential in understanding how technology
influences and changes not only tourism but also the use of English language
in the future.
It is a well-known fact that small and medium-sized businesses should
tackle with the problems encountered by their customers in order to know them
better and to gain more clients. Tourism is big business. More than anything,
it’s an ever-increasing market. This is a market that is continually reshaping as
159
the customer and their technology evolves around it. For brands and tourism-
based organisations, to enter this pool of customers requires a strategy that taps
into various stages of the customer’s decision-making process.
Due to the fact that tourism is a continuously increasing market, it is vital
for business owners in this field to learn how to reshape it. As customers use
technology as soon as it is released on the market, tourism-based organisatons
must find a strategy to establish connections with their customers. Such a
connection should enable the person responsible with the implementation of
technology to have access to customers’ opinions and answer their questions or
comments as soon as they are posted on-line, so that potential future clients are
attracted and not put off by negative comments that remained unanswered.
Consumers are constantly browsing and spending more time on-line than
ever before and buying trends are closely related to the digital marketing space.
Thus, digital tourism is no longer strictly defined as spending a vacation
in front of your computer, watching films or photos from various places on
Earth. It is rather defined as a programme that makes businesses thrive or fail.
The question that arises is how small businesses from less-developed countries,
with owners that have little knowledge of English could adopt what digital
techniques offer the industry in order to help them develop.
Efficiency in the digital world implies to be aware of various aspects that
aim at converting fans into real ambassadors. Visitors need to be offered not
only unforgettable experiences but also destination awareness.
In this respect, a series of programmes have been launched at the initiative
of the European Commission for Tourism that stimulate business owners to adopt
mobile technology, “to draw a digital learning roadmap to provide a personalised
route to building digital into business operations at all levels of digital awareness,
from just starting out online to those who are seasoned digital experts. Regional
events and workshops help introduce and optimise the use of digital technology as
part of business marketing, from Google Analytics to mobile email marketing and
measuring return on investment. And a knowledge hub provides insight and
inspiration into how digital technology can help business growth”
(http://www.scottishtourismweek.scot/uploads/Digital-Tourism-Scotland.pdf).
These programmes have been introduced in many European countries,
including Romania and organize regional events and workshops. These events
raise awareness of business owners on the usefulness of implementing
technology in their business and using digital marketing tools. Boosting
competitiveness is just one step towards creating more jobs in small
communities that is why digital tourism may be the answer to the numerous
questions asked by these communities.
However access to technology is not available to all tourism providers,
that is why it is essential to identify traditional tourism providers and connect
them with public administrations and technology providers.
160
Moreover predicting trends in digital tourism is a challenge. Some general

tendencies that have been observed for some years now are: creating content,
infiltrating the social networks, responding comments on a daily basis, managing
online reputation, creating a digital marketing strategy, using the online media.
First of all, paying attention to content and creating content is one of the
key ingredients in digital tourism, as quality content must be created for
potential visitors: a blog, an article on a website, a picture or a video. Due to
the fact that tourists first investigate before making a decision about their travel
destination, being present on blogs or specialized websites is an opportunity to
answer any questions as quickly as possible and influence their decision. The
owner should not focus on services but on visitors’ needs, providing the
required information. Content is strictly related to the target-group that visits a
place and to their interests, preferences and needs.
Secondly, infiltrating the social networks is the latest trend in the second
decade of the 21st century. Facebook, Instagram, TripAdvisor and other online
platforms are widely used to promote businesses. “After the user discovers that
your services are among the highest rated on Facebook, TripAdvisor or
Foursquare, reviews your photos on Instagram and assesses that your hotel is an
ideal place for a holiday, they will contact you with specific queries – either
privately via email and phone, or in public through comments on the social
networks. Your role is to be available, active and accessible in real time. Talk to
them, ask them for their opinion and listen to their thoughts because they are the ones
that bring life into your tourism business” (http://www.media-marketing.com/en).
Thirdly, responding comments on a daily basis is part of managing the
online reputation. The new generation uses their phones about 150 times a day
to check social networks, look at the time, and search the Internet. That is why
content must be adjusted to mobile users.
Finally, it is a well-known fact that that visitors and guests search and
investigate before going to a place, so it is important not only to have good
reviews or answer negative comments quickly, but also to be different from the
competition.
Sometimes, the content is perfect, services are impressive, and
communication with customers is fast and faultless. Yet, there are other
businesses that have the same characteristics. In order to draw attention to a
business and to stand out from the crowd, there are other digital marketing
strategies that business owners must take into consideration. Advertising on
social networks such as like Facebook, TripAdvisor and Instagram may be done
in the form of sponsored posts that look identical to other posts. Although this
type of advertising is efficient it also implies higher costs. Due to the fact that
users usually check the first five names that appear on their search engines, it
may be a good idea to aim at reaching one of those five positons. Last but not
least, blogs and vlogs may also make a difference.
161
In conclusion, digital tourism may be about being creative and easily

accessible, responding to clients quickly and being present on online media, but
paying too much attention to technology should not affect the attention that
visitors and guests deserve on they reach their destinations.
Bibliography
Gyimóthy S., Ana María Munar. 2013. “Critical Digital Tourism Studies” in Welcoming
Encounters: Tourism Research in a Post Disciplinary Era. ed. William Feighery.
http://vbn.aau.dk/en/publications/critical-digital-tourism-studies(73fc0a13-8cfd-
4025-b8bc-99b5bae40db9).html
https://ec.europa.eu/growth/sectors/tourism/conferences-events/digital-tourism_en
http://www.breconbeaconstourism.org/documents/Digital-Tourism-How-to-Guide.pdf
http://www.media-marketing.com/en/news/5-unavoidable-trends-in-digital-tourism-
marketing-in-2017/
http://www.scottishtourismweek.scot/uploads/Digital-Tourism-Scotland.pdf
NOTES ON THE AUTHOR

Luiza CARAIVAN is Associate Professor at the Faculty of Law, Tibiscus University,
Timisoara. She holds a PhD. in English literature. She is the author of Writing for
Business (2011) and The Rhetoric of Otherness in Post-Apartheid South Africa
(Cambridge Scholar Publishing, 2016). She has also published numerous articles and
studies in journals and magazines from Romania and abroad.
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QUAESTUS MULTIDISCIPLINARY RESEARCH JOURNAL

DIGITAL TOURISM: A REVIEW OF TRENDS

Moreover predicting trends in digital tourism is a challenge. Some general

In conclusion, digital tourism may be about being creative and easily

NOTES ON THE AUTHOR

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