Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/102267
Type of publication: research article
Type of publication (PDB): Straipsnis konferencijos medžiagoje Clarivate Analytics Web of Science ar/ir Scopus / Article in Clarivate Analytics Web of Science or Scopus DB conference proceedings (P1a)
Field of Science: Vadyba / Management (S003)
Author(s): Repovienė, Rūta;Pažėraitė, Aušra
Title: Content marketing decisions for customers’ desired value in the tourism sector
Is part of: Research for rural development 2019 : annual 25th international scientific conference proceedings / Latvia University of Life Sciences and Technologies. Jelgava : Latvia University of Life Sciences and Technologies, 2019, vol. 2
Extent: p. 284-291
Date: 2019
Keywords: Content marketing;Desired customers’ value;Tourism
Abstract: In a landscape of increasing customer/firm interactions in digital space, content marketing, which aims to generate prospects and sales to foster customers’ brand engagement, brand awareness and trust, is on the rise. Notwithstanding, despite significant marketing specialist interest, scientific content marketing research is not widely developed. Therefore, it encourages the need for new studies in the content marketing field. This paper introduces theoretical and practical aspects of content marketing decisions for the creation of desired customer value in the tourism sector. The aim of the presented research is to determine which combinations of content marketing decisions could create the desired value for the customer in the tourism sector. Understanding the content marketing decisions that create the desired value for customers could lead to a proper implementation of content marketing in the tourism sector. The presented results of q-sort study indicate twelve different combinations of content marketing decisions which could be used by tourism organizations in order to create desired value for their customer. Thus, it means that increasement of desired customer value can be made in the light of content marketing usage. The paper ends with insights, conclusions, limitations and future research possibilities
Internet: http://www2.llu.lv/research_conf/proceedings2019_vol_2/docs/LatviaResRuralDev_25th_2019_vol2.pdf
Affiliation(s): Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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