Radovan Bacik

University of Presov in Presov, Faculty of Management and Business, Presov, Slovakia

E-mail: radovan.bacik@unipo.sk

ORCID 0000-0002-5780-3838

Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism

Jaroslava Gburova

University of Ss. Cyril and Methodius, Institute of Management, Trnava, Slovakia

jaroslava.gburova@ucm.sk

ORCID 0000-0002-7953-7059

Stefan Gavura

Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Kosice, Slovak Republic 

E-mail: stefan.gavura@tuke.sk

ORCID 0000-0001-5969-5597

Barbora Iannaccone

Faculty of Mining, Ecology, Process Control and Geotechnologies, Technical University of Kosice, Kosice, Slovak Republic 

barbora.iannaccone@tuke.sk

ORCID 0000-0001-8664-8710

Abstract. In the current digital environment, digital marketing plays a crucial role in shaping and influencing consumer preferences and decision-making processes. With the increasing digitalization of society and the abundance of online information, digital marketing has become an inseparable part of promotional strategies in the field of tourism. This study aims to explore several forms of promotion, with an emphasis on digital marketing, and analyze their impact on Slovak consumers in the tourism sector. The findings reveal that while traditional media, such as television, remain significant in promotional strategies, digital marketing is increasingly influencing consumer behavior, particularly among younger, digitally active demographics. The study highlights the importance of credibility in digital marketing content and the growing consumer interest in innovative approaches, such as virtual and augmented reality, for enhancing engagement. These insights provide actionable guidance for the development of integrated marketing strategies that combine traditional and digital methods to address the evolving needs and expectations of diverse consumer groups in the tourism industry.

Received: April, 2024

1st Revision: February, 2025

Accepted: March, 2025

DOI: 10.14254/2071-8330.2025/18-1/7

JEL Classification: M3, Z3

Keywords: digital marketing, consumer, tourism, consumer behavior, promotion