How can Hungarian SMEs in the tourism sector strategically employ digital marketing to sustain and enhance their competitiveness in the contemporary digital age?
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| Format: | Thesis |
| Kulcsszavak: | Challenges regarding digitalization Change in the consumer decion making Digital marketing Small and medium-sized business Staying competitive |
| Online Access: | http://dolgozattar.uni-bge.hu/55301 |
| Abstract: | In the dynamic global tourism scene, small and medium-sized enterprises (SMEs) play a critical role in the growth of the European economy by fostering competitiveness and the creation of jobs (Szalók, 2005). Hungary is one of the most popular travel destinations in Europe; its stunning scenery and abundance of natural resources draw thousands of visitors annually (studyinhungary.hu, s,a.). However,owHowever with the world becoming online in the twenty-first century, digital transformation has altered how businesses promote themselves. To be competitive, Hungarian SMEs in the tourism industry must also adapt to digitalization. Digital marketing present small businesses with numerous chances to connect with their target markets, boost output, and boost sales. SMEs' internet marketing tactics, however, frequently fall well short of the ideal results (Totth, et. al., 2022). |
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