Open AccessMarketing Strategy in Wine Tourism: Tradition Versus Innovation
Author(s) -
Alla Levitskaia,
Nadejda Ianioglo,
Svetlana Curaxina
Publication year - 2020
Publication title -
marketing ì cifrovì tehnologìï
Language(s) - English
Resource type - Journals
eISSN - 2523-434X
pISSN - 2522-9087
DOI - 10.15276/mdt.4.3.2020.1
Subject(s) - wine , tourism , business , marketing , promotion (chess) , digital marketing , marketing strategy , romanian , competitive advantage , political science , linguistics , philosophy , physics , politics , law , optics
The tools and technologies of traditional marketing cannot ensure the effective functioning of companies in the field of tourism and services. In this regard, the use of digital marketing technologies becomes a prerequisite for successful tourism activity. The results of the study confirm that the use of the digital marketing strategy approach in Moldovan wineries is at an initial stage while global trends prove the effectiveness of their application in the development of competitive advantages of wine tourism. In this article the authors consider it important and relevant to develop potential in the Republic of Moldova through the implementation of a digital marketing strategy in wine tourism promotion activity. Key words: wine tourism, digital strategy, mobile marketing.