The Current State of Tourism Promotion. Promotional Strategies Used in an Urban Area

Abstract

The tourism industry has undergone significant transformations due to economic downturns, particularly during the COVID-19 pandemic. This paper examines the current state of tourism promotion and the strategic approaches utilized in urban areas. The primary objective of tourism businesses is to attract and retain customers through well-designed promotional strategies. Effective tourism promotion involves a combination of cognitive and behavioural strategies to enhance customer engagement. The study explores four major promotional strategies: attraction, push, defensive, and offensive approaches. Additionally, it highlights the role of online and offline advertising in urban tourism promotion, emphasizing the importance of digital marketing, search engine optimization (SEO), and traditional advertising techniques. The findings suggest that a hybrid approach, integrating both online and offline strategies, yields the best results for sustainable tourism growth. (Kotler, Bowen, & Makens, 2017)