Published September 8, 2026
| Version v1
Conference paper
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IMPROVING DIGITAL MARKETING EFFICIENCY IN TOURISM ENTERPRISES THROUGH DATA ENVELOPMENT ANALYSIS
Description
The development of digital technologies has significantly expanded the range of marketing tools available to tourism enterprises. Social media, search engines, electronic word-of-mouth, online advertising, visual content and digital platforms have become essential elements of tourism marketing. However, increasing the number of digital channels does not automatically lead to higher marketing efficiency. The key managerial challenge is to determine how effectively available resources are converted into marketing and brand-related outcomes.
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Zufarov 31-34.pdf
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References
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