• Rety Palupi Faculty of Communication and Language, Bina Sarana Informatika University
  • Micho Slavov Faculty of Law and History, South-West University N. Rilski, Bulgaria


Tourism is one of the leading and most dynamic sectors of the world economy, and for its rapid pace, it is recognized as the economic phenomenon of the century. Modern tourism is an increasingly intensive, business-oriented, and commercially organized group of activities, and tourism marketing is becoming ever more important for a destination’s competitiveness. In this context, our research aims to analyze and synthesize the challenges marketing of tourist destinations is facing. The approach taken in this paper is to assess the related literature and focus on the key points for future research on tourism marketing. We argue that destination marketing must lead to the optimization of the effects of tourism and the achievement of national tourism organizations' strategic goals. This paper contributes to marketing professionals and academics, pointing out the uniqueness of tourism marketing.


Download data is not yet available.


Ali, M, Syamsuddin Amin, and Peri Priansah. 2019. “Marketing Communication Strategy To Improve Tourism Potential.” Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 2 (4): 160–66. doi:10.33258/birci.v2i4.575.
Antalova, Maria, Viera Labudová, Volodymyr Chumak, Jarosław Czepczarz, Sabina Wiatkowska, Lukasz Dziarmaga, Oksana Hetman, et al. 2019. “MODERN TECHNOLOGIES OF SOCIETY DEVELOPMENT : Collective Scientific Monograph.” In .
Cuculeski, Nikola, Ilijana Petrovska, and Vasko Cuculeski. 2016. “Sustainable Marketing and Consumers’ Preferences in Tourism.” European Journal of Tourism, Hospitality and Recreation 7 (2). Walter de Gruyter GmbH: 84–90. doi:10.1515/ejthr-2016-0010.
Dedeoğlu, Bekir Bora, Mathilda van Niekerk, Kemal Gürkan Küçükergin, Marcella De Martino, and Fevzi Okumuş. 2020. “Effect of Social Media Sharing on Destination Brand Awareness and Destination Quality.” Journal of Vacation Marketing 26 (1). SAGE Publications Ltd: 33–56. doi:10.1177/1356766719858644.
Dudyak, R., O. Berezivska, S. Bugel, and R. Grabowskyi. 2018. “The Marketing of Tourism and Its Characteristics.” Vìsnik Lʹvìvsʹkogo Nacìonalʹnogo Agrarnogo Unìversitetu. Ekonomìka APK 25 (December). Lviv National Agrarian University: 133–39. doi:10.31734/economics2018.25.133.
Font, Xavier, and Scott McCabe. 2017. “Sustainability and Marketing in Tourism: Its Contexts, Paradoxes, Approaches, Challenges and Potential.” Journal of Sustainable Tourism 25 (7). Routledge: 869–83. doi:10.1080/09669582.2017.1301721.
Gretzel, Ulrike. 2018. “Influencer Marketing in Travel and Tourism.” In Social Media for Travel, Tourism and Hospitality: New Perspectives, Practice and Cases, edited by M Sigala and U Gretzel, 147–56. New York: Routledge.
Guttentag, Daniel, Stephen Smith, Luke Potwarka, and Mark Havitz. 2018. “Why Tourists Choose Airbnb: A Motivation-Based Segmentation Study.” Journal of Travel Research 57 (3). SAGE Publications Ltd: 342–59. doi:10.1177/0047287517696980.
Kask, Sergey. 2018. “Virtual Reality in Support of Sustainable Tourism: Experiences from Eastern Europe.” Tartu: Estonian University of Life Sciences.
Kim, Woo Hyuk, and Bongsug (Kevin) Chae. 2018. “Understanding the Relationship among Resources, Social Media Use and Hotel Performance: The Case of Twitter Use by Hotels.” International Journal of Contemporary Hospitality Management 30 (9). Emerald Group Publishing Ltd.: 2888–2907. doi:10.1108/IJCHM-02-2017-0085.
Kotler, Milton, Tiger Cao, Sam Wang, and Collen Qiao. 2020. Marketing Strategy in the Digital Age:Applying Kotler’s Strategies to Digital Marketing. Marketing Strategy in the Digital Age. 1st ed. World Scientific Publishing Co. Pte. Ltd. doi:10.1142/11737.
Kotler, Philip. 2018. “Why Broadened Marketing Has Enriched Marketing.” AMS Review 8 (1–2). Springer Science and Business Media LLC: 20–22. doi:10.1007/s13162-018-0112-4.
Kotler, Philip, John Bowen, and James Makens. 2014. Marketing for Hospitality and Tourism.
Kotler, Phillip, John Bowen, James Makens, and Seyhmus Baloglu. 2017. Marketing for Hospitality and Tourism.
Labanauskaitė, Daiva, Mariantonietta Fiore, and Rimantas Stašys. 2020. “Use of E-Marketing Tools as Communication Management in the Tourism Industry.” Tourism Management Perspectives 34 (April). Elsevier B.V.: 100652. doi:10.1016/j.tmp.2020.100652.
Lim, Weng Marc, Sheau-Fen Yap, and Marian Makkar. 2021. “Home Sharing in Marketing and Tourism at a Tipping Point: What Do We Know, How Do We Know, and Where Should We Be Heading?” Journal of Business Research 122 (January). Elsevier: 534–66. doi:10.1016/j.jbusres.2020.08.051.
Lumsdon, Les. 2016. Marketing for Tourism. Marketing for Tourism. Palgrave Macmillan. doi:10.1007/978-1-349-21946-9.
Majed Sadq, Zana, and Rebaz Khaleel Khorsheed. 2019. “The Impact of Tourism Marketing in Enhancing Competitive Capabilities.” African Journal of Hospitality, Tourism and Leisure 8 (5).
Mariani, Marcello, Rodolfo Baggio, Matthias Fuchs, and Wolfram Höepken. 2018. “Business Intelligence and Big Data in Hospitality and Tourism: A Systematic Literature Review.” International Journal of Contemporary Hospitality Management. Emerald Group Publishing Ltd. doi:10.1108/IJCHM-07-2017-0461. 2019. “Airbnb Estimated Direct Economic Impact Exceeds $100 Billion in One Year.” July 1.
Pestek, Almir, and Maida Sarvan. 2020. “Virtual Reality and Modern Tourism.” Journal of Tourism Futures. Emerald Group Publishing Ltd. doi:10.1108/JTF-01-2020-0004.
Seyfi, Siamak, and C. Michael Hall. 2020. “Sanctions and Tourism: Conceptualisation and Implications for Destination Marketing and Management.” Journal of Destination Marketing and Management 15 (March). Elsevier Ltd: 100381. doi:10.1016/j.jdmm.2019.100381.
Seyfi, Siamak, Colin Michael Hall, and Tan Vo-Thanh. 2020. “Tourism, Peace and Sustainability in Sanctions-Ridden Destinations.” Journal of Sustainable Tourism. Routledge . doi:10.1080/09669582.2020.1818764.
So, Siu Ian, and Alastair M. Morrison. 2004. “Internet Marketing in Tourism in Asia: An Evaluation of the Performance of East Asian National Tourism Organization Websites.” Journal of Hospitality and Leisure Marketing 11 (4). Taylor & Francis Group: 93–118. doi:10.1300/J150v11n04_07.
Sofronov, Bogdan. 2019. “The Development of Marketing in Tourism Industry.” Annals of Spiru Haret University. Economic Series 19 (1). Editura Fundaţiei România de Mâine: 117–27.
Truong, V. Dao, and C. Michael Hall. 2017. “Corporate Social Marketing in Tourism: To Sleep or Not to Sleep with the Enemy?” Journal of Sustainable Tourism 25 (7). Routledge: 884–902. doi:10.1080/09669582.2016.1201093.
Zaenal, Achmad Zulkarnaen, Jeni Kamase, and Serlin Serang. 2020. “Analisis Digital Marketing Dan Word of Mouth Sebagai Strategi Promosi Pariwisata.” Tata Kelola 7 (1): 62–77.
Zuelow, Eric. 2015. A History of Modern Tourism. 1st ed. Palgrave Macmillan.
How to Cite
PALUPI, Rety; SLAVOV, Micho. TOURISM MARKETING: CONTEXT, CHALLENGES AND POTENTIAL. Jurnal IPTA (Industri Perjalanan Wisata), [S.l.], v. 8, n. 2, p. 245-254, dec. 2020. ISSN 2548-7930. Available at: <>. Date accessed: 24 jan. 2021. doi: