Professional paper
ASTROTURISM - A NEW FORM OF TOURISM AND ITS PROMOTION THROUGH DIGITAL MARKETING
Aleksandra Krajnović
orcid.org/0000-0003-0553-2690
; Odjel za ekonomiju, Sveučilište u Zadru, Splitska 1, 23000 Zadar, Hrvatska
Monika Hordov
orcid.org/0000-0003-4835-2702
; Odjel za ekonomiju, Sveučilište u Zadru, Splitska 1, 23000 Zadar, Hrvatska
Abstract
Recently, a new space for tourist valorization has become - the sky, or space, through the development of a new form of tourism called astrotourism. This paper presents the above selective form of tourism and its promotion in digital marketing on the example of the Astronomitaly case study. There are several forms of astro-tourism and in the future it will be an increasingly pronounced type of tourism due to the current crisis situation but also due to the growing trend of health care. Therefore, it is expected that tourist visitors will be even more looking for new and untouched spaces and new ways to spend their free time. This issue is all the more pronounced given the current turmoil and the increasingly fierce struggle in the tourism market, where there is a saturation of existing forms of tourism and saturation of well-known tourist destinations. Therefore, new and inventive business models are sought, one of which, astrotourism, is presented in this paper. The paper investigates the specific characteristics of astrotourism as a form of tourism that relies on education, introspection and imagination and its promotion through digital marketing. The business model of astrotourism development has proven to be very effective in many tourist destinations around the world, indicating the significant potential of this form of tourism and its synergy with other forms of tourism and other forms of social action (science, education, ecology, technology development, etc.).
Keywords
new trends in tourism; selective forms of tourism; astrotourism; marketing in tourism; digital marketing
Hrčak ID:
254866
URI
Publication date:
30.3.2021.
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