Digital Marketing Strategy in Tourism Industry: the Case of Travelata.ru

Student: Dushinova Svetlana

Educational Programme: Management (Bachelor)

Year of Graduation: 2017

The present paper is devoted to the issue of strategic planning in the sphere of online-promotion. Russian online-market of tourist services was chosen as a market for the research. The aim of research is to provide recommendations for current digital-strategy improvement for one of the leading online travel-agencies in Russia - Travelata.ru. In the first part of the paper theoretical review of digital-strategy development stages is presented along with the description of modern digital-marketing tools main characteristics. Second part of the research includes the analysis of e-commerce travel segment market tendencies, macro- and microenvironment of Travelata.ru, compliance of current results of digital strategy with company's system of goals. On the basis of analytical part recommendations for present digital-strategy of Travelata.ru were developed, including common directions of adjustments and the detailed complex concept of content-marketing campaign.

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