Digital marketing in the tourist sector: case-study and sociological perspectives : master's thesis

Marangi, Roberta (author), Merico, Maurizio (mentor), Giordano, Giuseppe (comentor)

The logic of learning in the twenty-first century involves a huge number of social actors, agents of socialization and contexts with different formality levels. This means that there is no limit to the development of own current knowledge and skills, especially thanks to Information and Communication Technologies that can “totally replace mobility or support it ". In such a way, there are endless opportunities to acquire added information and learn the use of new tools, which in my specific case mainly fall into the social research, digital marketing and web design context. Through the internship with the Web Agency 3d0, I was able to redesign and increase my knowledge about research and market analysis, using new methodological and search tools specifically related to the digital marketing sector; and more precisely, related to that branch that is defined as Search Engine Optimization, which mainly try to improve the position of web pages on organic results of the search engine. To Know and familiarize with tools used during analysis and studies performed allows us to retrace the activities conducted, doing an introduction, and showing evidence of the further case-study about tourism sector. In the first chapter of the paper there are some technical-managerial concepts for understanding following topics; some market analysis conducted as part of the internship using Google Trends and specific tools of digital marketing field, performing tasks in accordance with the tourism case-study: popular keywords, website visits, competitor analysis and social links. In the second chapter the whole section of analysis and data-elaboration was related to three specific scenarios for circumscribing the tourism topic from several perspectives: in the first section they have been analyzed 20 tourist portals of Italian Regions - "better positioned" on search engine - using SEOZOOM tool , an analytic tool that allows to discover specific S.E.O. aspects; in the second section, I went back to Facebook links of all websites and I analyzed Insights, which are statistics and data that provide information about performances of those pages; finally, in the third part I performed a Multiple Correspondence Analysis with the R software and his plug-in R commander , to understand any associations between the modes of the variables considered and the different sites of each Region: in this case, in addition to the 20 websites, other 40 units of analysis have been added, using the same search criteria. In the third chapter, the tourism sector has been discussed across several fields of study; from the economic to technological area, from cultural to graphic branch, from sustainability to accessibility context, as well as the disability sector, including graphics drawn up by myself as support to some paragraphs referred to previous analysis.

• Language: Italian
• Keywords: digital marketing, tourist sector, sociological perspectives
• Work type: Master's thesis/paper
• Typology: 2.09 - Master's Thesis
• Organization: FDV - Faculty of Social Sciences
• Place of publishing: Ljubljana
• Publisher: R. Marangi
• Year: 2024
• Number of pages: 1 spletni vir (1 datoteka PDF (136 str.))
• PID: 20.500.12556/RUL-164014
• UDC: 004:658.8:338.48(043.2)
• COBISS.SI-ID: 216054787
• Publication date in RUL: 16.10.2024

Secondary language

• Language: Slovenian
• Title: Digitalni marketing v turizmu: študija primera in sociološki pogledi : magistrsko delo
• Keywords: digitalni marketing, turizem, sociološki pogledi