Please use this identifier to cite or link to this item:https://hdl.handle.net/20.500.12259/53277
Type of publication: 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): Pažėraitė, Aušra;Gedvilaitė, Rūta
Title: Content marketing decision application for rural tourism development: case study of ʻĮlankos sodybaʼ
Is part of: Research for rural development 2016 : annual 22nd international scientific conference proceedings. Jelgava : Latvia University of Agriculture, 2016, Vol. 2
Extent: p. 143-149
Date: 2016
Note: ISSN 2255-923X (online). WOS:000391252800020
Keywords: Kaimo turizmas;Turinio marketingas;Reklama paieškoje;Rural tourism;Content marketing;Search advertisement
Abstract: The paper presents theoretical and practical aspects of content marketing decision application for rural tourism development using a case of a farmstead ʻĮlankos sodybaʼ. The first part of the article deals with theoretical insights into content marketing ability to stimulate rural tourism development. Results of literature review reveal that there are connections between elements of the content marketing and rural tourism development, which means that the use of content marketing can be economically valuable for the wider range of the farmsteads. The second part of the paper focuses on the case analysis of the farmstead ‘Įlankos sodybaʼ. In order to explore how the application of content marketing decisions can impact rural tourism development, an experiment of content marketing usage in search advertisement of selected farmstead was carried out. Separate content marketing elements were involved in search advertisement and changes of advertisement effect upon the customers were measured. The given results show that content marketing elements can improve the chosen advertisement effect upon the customers. This leads to presumption that the wider use of content marketing can improve not only the effect of separate marketing tool, but also can contribute to the development of rural tourism. The paper concludes with findings and discussion; limitations and future research possibilities are given as well
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Affiliation(s): Ekonomikos ir vadybos fakultetas
Marketingo katedra
Vytauto Didžiojo universitetas
Appears in Collections:Universiteto mokslo publikacijos / University Research Publications

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