20.500.12556/DKUM-86080 Aktualni trendi v digitalizaciji izzivi in priložnosti za destinacijski marketing Current trends in digitalisation challenges and opportunities for destination marketing Destinacijski marketing je v zadnjih dveh desetletjih doživel pravo preobrazbo zaradi razvoja interneta in sodobne IKT tehnologije. To je označeno z globalno koncentracijo moči digitalnih platform in spremembami, ki sledijo družbenoekonomskim krizam v zadnjih dveh desetletjih. Osrednji del komuniciranja turističnih destinacij oziroma DMO-jev danes poteka prek uradnih spletnih strani in družbenih omrežij, kot so YouTube, Facebook, Instagram in v zadnjih letih Tik Tok. Prav tako je s pojavom pandemije COVIDA-19 veliko DMO-jev razširilo svojo promocijo tudi z virtualnimi vsebinami, in sicer s 360-stopinjski posnetki destinacij, znamenitosti, muzejev, z VR ogledi, s pomočjo VR očal in z AR mobilnimi aplikacijami. V marketinških kampanjah so v tem času nagovarjali goste, naj spoznavajo lastno državo oziroma da so varna destinacija, in jih vabili k obisku. Uporaba novih tehnologij, ki se uporabljajo tudi v promocijske namene, je ključnega pomena za ohranjanje konkurenčnosti destinacij na trgu. Digitalizacija je prinesla številne nove priložnosti, poleg tega pa tudi izzive pri vključevanju novih tehnologij v promocijo destinacij. Destination marketing has undergone a real transformation in the last two decades due to the development of the internet and modern ICT technology. The development of digitalisation processes in the past two decades has gone hand in hand with global market concentration and has seen disruptive changes primarily after the main socio-economic crises of the past two decades. An important part of the communication of tourist destinations or DMOs now takes place through official websites and social networks such as YouTube, Facebook, Instagram and in recent years, Tik Tok. Also, with the advent of the COVID-19 pandemic, many DMOs have expanded their promotion with virtual content, including 360-degree shots of destinations, landmarks, museums, VR tours with VR glasses and AR mobile apps. During marketing campaigns, DMOs urged guests to get to know their own country or that they are a safe destination and invited them to visit. The use of new technologies, which are also used for promotional purposes, is crucial for maintaining the competitiveness of destinations in the market. Digitisation, however, has brought not only many new opportunities but also important challenges in integrating new technologies into destination promotion. destinacijski marketing digitalizacija VR platformna ekonomija turistična destinacija destination marketing digitalisation VR platform economy tourist destination true false true Univerza v Mariboru, Univerzitetna založba Slovenski jezik Angleški jezik Znanstveno delo 2023-10-05 08:15:05 2023-10-05 08:25:37 2023-10-06 08:44:06 0000-00-00 00:00:00 2023 0 0 Str. 225-244 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2023-01-13 338.48 125939715 138808835 Turisticne_destinacijske_organizacije_2023.pdf Turisticne_destinacijske_organizacije_2023.pdf 1 D0DF2B149A6266282EE5E1384BF42F81 307763126a7155ff0174c5f488c7a18ece32fceca7ee51dbe559f6ef70b06591 aaf829af-6347-11ee-953d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173311 https://press.um.si/index.php/ump/catalog/book/718 0 e7c85aef-6347-11ee-953d-00155d000105 https://dk.um.si/Dokument.php?lang=slv&id=173312 Fakulteta za turizem Univerzitetna založba Univerze v Mariboru Turistične destinacijske organizacije 0 0 0