Marketing and promotion of tourism experiences in nature and cultural destinations through electronic channels

ABSTRACT

Trends in tourist behaviour and new technologies applied to tourism are leading to a new paradigm in which the different public and private agents are committed to promotion and marketing in digital channels. It benefits suppliers and demanders in the purchasing process by creating value in the different phases of the process. The analysis of channels and their characteristics helps to understand the promotion and marketing capacity of a destination and its potential to attract tourists. The main objective is to analyse the competitive network of distribution channels, identifying and characterising the online channels operating in Extremadura by quantitatively identifying and characterising the distribution channels in a nature and cultural destination. The aim is to evaluate the promotion and marketing capacity of the different types of distribution channels. The results show the superiority of indirect distribution channels in line with new trends in intermediation. But it's shown the contradiction with the effectiveness of the development of this type of indirect channels in the face of the changes brought about by technological advances and the new needs of tourists and destinations following the health crisis caused by Covid-19.