Use this url to cite publication: https://hdl.handle.net/20.500.12259/53277
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Content marketing decision application for rural tourism development: case study of ʻĮlankos sodybaʼ
Type of publication
Straipsnis konferencijos medžiagoje Web of Science ir Scopus duomenų bazėje / Article in conference proceedings in Web of Science and Scopus database (P1a)
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
Date Issued
Date Issued |
---|
2016 |
Publisher
Jelgava : Latvia University of Agriculture
Extent
p. 143-149
Field of Science
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.
Type of document
type::text::journal::journal article::research article
Language
Anglų / English (en)
Coverage Spatial
Latvija / Latvia (LV)
Description
ISSN 2255-923X (online)