DIGITAL MARKETING STRATEGY FOR ENHANCING THE COMPETITIVENESS OF RURAL AGRITOURISM FARMS

Milena Cvjetkovic; Dražen Jovanović; Aleksandar Petrović; Jelena  Ružić

doi:10.59267/ekoPolj2601179C

Authors

Milena Cvjetkovic School of Engineering Management, Bulevar vojvode Mišića 43, Belgrade, Serbia https://orcid.org/0000-0002-9677-7089
Dražen Jovanović Faculty of Finance, Banking and Auditing, Alfa BK University, Bulevar maršala Tolbuhina 8, Belgrade, Serbia https://orcid.org/0000-0002-1218-6231
Aleksandar Petrović First School of Economics, Cetinjska 5-7, Belgrade, Serbia https://orcid.org/0009-0007-9299-6130
Jelena Ružić Faculty of Project and Innovation Management Professor Petar Jovanović, Educons University, Bože Jankovića 14, Belgrade, Serbia https://orcid.org/0009-0000-4715-2288

DOI:

https://doi.org/10.59267/ekoPolj2601179C

Keywords:

Digital marketing strategy, Agritourism, Competitiveness, Rural development, Digital transformation

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.

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