Year: 2026
Type: article
Abstract: The digitalization of the tourism market requiresagritourism farms to develop contemporary marketingstrategies to enhance competitiveness and ensuresustainable performance. This study examines therelationship between digital marketing strategy andcompetitiveness based on a sample of 123 agritourismfarms in Serbia. Correlation analysis indicates moderateto strong positive associations between digital strategyand all competitiveness dimensions. Multiple regressionresults show that social media activity, online reputationmanagement, direct digital communication with guests,and the integration of digital strategy have a statisticallysignificant and positive impact on overall competitiveness,whereas basic web presence and platform presence donot demonstrate an independent effect. Cluster analysisidentifies three distinct groups of farms, with thosecharacterized by a highly integrated digital strategyachieving higher market visibility, capacity utilization,revenue, and guest loyalty. The findings confirm thatcompetitive advantage primarily stems from a strategicand integrated digital approach.
Source: Ekonomika poljoprivrede
Institution: Educons University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7148941335