Economic impacts of innovations in tourism marketing

TERRA ECONOMICUS, , Vol. 18 (no. 3),

Our paper tackles the novel issues of the economic impacts and innovations in tourism marketing in the 21st century. The paper examines the economic impact of tourism and its influence on the economy and the tourism industry in general from the angle of innovations in the tourism marketing and the new challenges for the tourism industry brought about by the COVID-19 pandemic that disrupted international tourism and caused major economic losses to the industry. We analyse the changes that the coronavirus pandemic made to the tourism industry and focus on the novel trends in tourism marketing that embeds the new informational technologies such as virtual reality (VR), augmented reality (AR), online Zoom tours, and other novelties that emerged after the lockdowns and social distancing imposed in the first half of 2020 in order to prevent the spread of the coronavirus infection. Our results show that tourism marketing in the 21st century should be based on sustainable management and provide the right answers to questions about the impacts of tourism on the economy without sacrificing positive economic growth. We also show that information technologies might offer viable alternatives to massive international over-tourism and package tours ensuring both the safety of travel and deeper immersion into the travel experience before, during, and after the trip. Our outcomes might be useful for tourism scholars, policymakers, as well as stakeholders specializing in international tourism marketing.
Citation: Streimikiene, D., Korneeva, E. (2020). Economic impacts of innovations in tourism marketing. Terra Economicus, 18(3), 182–193. DOI: 10.18522/2073-66062020-18-3-182-193

Keywords: tourism economics; sustainability; tourism marketing; innovations; economic impacts

JEL codes: Q2, L83, M10, M31

  • Abbott, A., De Vita, G., Altinay, L. (2012). Revisiting the convergence hypothesis for tourism markets: Evidence from Turkey using the pairwise approach. Tourism Management, 33(3), 537–544. https://doi.org/10.1016/j.tourman.2011.06.003
  • Abrham, J., Wang, J. (2017). Novel trends on using ICTS in the modern tourism industry. Czech Journal of Social Sciences, Business and Economics, 6(1), 37–43. https://doi. org/10.24984/cjssbe.2017.6.1.5
  • Ahn, J., Back, K. J. (2020). The structural effects of affective and cognitive elaboration in formation of customer-brand relationship. The Service Industries Journal, 40(3-4), 226–242. https://doi.org/10.1080/02642069.2018.1460358
  • Chiabai, A., Platt, S., Strielkowski, W. (2014). Eliciting users’ preferences for cultural heritage and tourism-related e-services: a tale of three European cities. Tourism Economics, 20(2), 263–277. https://doi.org/10.5367/te.2013.0290
  • Dabeedooal, Y. J., Dindoyal, V., Allam, Z., Jones, D. S. (2019). Smart tourism as a pillar for sustainable urban development: An alternate smart city strategy from Mauritius. Smart Cities, 2(2), 153–162. https://doi.org/10.3390/smartcities2020011
  • Divisekera, S., Nguyen, V. K. (2018). Determinants of innovation in tourism evidence from Australia. Tourism Management, 67, 157–167. https://doi.org/10.1016/j. tourman.2018.01.010
  • Eslami, S., Khalifah, Z., Mardani, A., Streimikiene, D. (2018). Impact of noneconomic factors on residents’ support for sustainable tourism development in Langkawi Island, Malaysia. Economics and Sociology, 11(4), 181–197. https://doi.org/10.14254/2071- 789X.2018/11-4/12
  • European Commission (2020). Tourism and transport package. Available at: https:// ec.europa.eu/commission/presscorner/detail/en/QANDA_20_870
  • Garau-Vadell, J. B., Gutierrez-Taño, D., Diaz-Armas, R. (2018). Economic crisis and residents‘ perception of the impacts of tourism in mass tourism destinations. Journal of Destination Marketing & Management, 7, 68–75. https://doi.org/10.1016/j.jdmm.2016.08.008
  • Gössling, S., Scott, D., Hall, C. M. (2020). Pandemics, tourism and global change: a rapid assessment of COVID-19. Journal of Sustainable Tourism, 1–20. https://doi.org/10.108 0/09669582.2020.1758708
  • Huamin, L., Xuejing, Z. (2019). A Study of Factors of Leisure Tourism Intention: Based on the Theory of Planned Behaviour. Transformations in Business & Economics, 18(1), 163–182.
  • Khan, M. S., Woo, M., Nam, K., Chathoth, P. K. (2017). Smart city and smart tourism: A case of Dubai. Sustainability, 9(12), 2279. https://doi.org/10.3390/su9122279
  • Kharel, S. (2018). Information and communication technology for the rural development in Nepal. Tribhuvan University Journal, 32(2), 177–190. https://doi.org/10.3126/tuj. v32i2.24714
  • Kurgun, H., Kurgun, O. A., Aktaş, E. (2018). What does Web 4.0 Promise for Tourism Ecosystem? A Qualitative Research on Tourism Ecosystem Stakeholders‘ Awareness. Journal of Tourism and Hospitality Management, 6(1), 55–65. https://doi.org/10.15640/jthm.v6n1a6
  • Li, K. X., Jin, M., Shi, W. (2018). Tourism as an important impetus to promoting economic growth: A critical review. Tourism Management Perspectives, 26, 135–142. https://doi. org/10.1016/j.tmp.2017.10.002
  • Lisin, E., Shuvalova, D., Volkova, I., Strielkowski, W. (2018). Sustainable development of regional power systems and the consumption of electric energy. Sustainability, 10(4), 1111. https://doi.org/10.3390/su10041111
  • Nasrollahi, Z., Hashemi, M. S., Bameri, S., Taghvaee, V. M. (2020). Environmental pollution, economic growth, population, industrialization, and technology in weak and strong sustainability: using STIRPAT model. Environment, Development and Sustainability, 22(2), 1105–1122. https://doi.org/10.1007/s10668-018-0237-5
  • OECD (2020). Tourism Policy Responses to the coronavirus (COVID-19) (https://www.oecd. org/coronavirus/policy-responses/tourism-policy-responses-to-the-coronaviruscovid- 19-6466aa20/).
  • Pulsenews (2020). Korean tour industry seeks gov’t help to prevent chain bankruptcies. Available at: https://pulsenews.co.kr/view.php?year=2020&no=140795
  • Radovic, D., Strielkowski, W., Wang, J., Cepel, M., Rausser, G. (2017) Economic analysis of sustainable tourism: a case study of Nottingham. Transformations in Business & Economics, 16(2B), 703–714.
  • Ragab, A. M., Meis, S. (2016). Developing environmental performance measures for tourism using a Tourism Satellite Accounts approach: A pilot study of the accommodation industry in Egypt. Journal of Sustainable Tourism, 24(7), 1007–1023. https://doi.org/10 .1080/09669582.2015.1107078
  • Stanujkic, D., Karabasevic, D., Smarandache, F., Zavadskas, E. K., Maksimovic, M. (2019). An innovative approach to evaluation of the quality of websites in the tourism industry: A novel MCDM approach based on bipolar neutrosophic numbers and the hamming distance. Transformations in Business & Economics, 18(1), 149–162.
  • Strielkowski, W. (2016). Innovations in tourism marketing: Operation Anthropoid in Prague. Marketing and Management of Innovations, (4), 106–112.
  • Tyslová, I., Abrhám, J., Horváthová, Z., Rubáček, F. (2020). Economic benefits of tourism: Cultural identity and tourism destinations in the Czech Republic. Terra Economicus, 18(2), 139–154. http://dx.doi.org/10.18522/2073-6606-2020-18-2-139-154
  • UNWTO (2020). International tourist numbers in 2020 (https://www.unwto.org/news/ covid-19-international-tourist-numbers-could-fall-60-80-in-2020).
  • Vasylchak, S., Halachenko, A. (2016). Theoretical basis for the development of resort services: regional aspect. International Economics Letters, 5(2), 54–62. https://doi. org/10.24984/iel.2016.5.2.3
  • Vitic Cetkovic, A., Bauk, S., Potocnik Topler, J. (2019). Assessing Caterers’ Satisfaction with Cruise Tourists’ Behaviour. Transformations in Business & Economics, 18(1), 183–198.
  • World Bank (2020). International tourism indicators (https://data.worldbank.org/ indicator/ST.INT.ARVL).
Publisher: Southern Federal University
Founder: Southern Federal University
ISSN: 2073-6606