Keywords
special interest tourism
science tourism
destination
virtual tours
targeted advertising
UGC marketing
How to Cite
Abstract
The article focuses on studying the latest practices of using digital technologies in promoting resources and products of science tourism. Emphasis is also placed on examining the effects of digital technologies on shaping the unique image of a destination specializing in science tourism. The research employed bibliographic methods, observation and systematization methods, logical-analytical methods, and systemic-structural research methods. The information base consisted of scientific works by specialists in the tourism business, websites of specialized publications and organizations. The European Organization for Nuclear Research (CERN) was examined as a specific example of a science tourism destination. It was established that the field of destination marketing is currently transitioning from traditional media channels to algorithmically-driven communications. The study identified three digital tools most actively used in promoting tourism resources and shaping a destination brand. Namely: virtual tours; big data analytics-based targeted advertising; UGC marketing (promotion through user-generated content). Each of these tools has a specific impact. In the context of science tourism, virtual tours foster a sense of participation in unique scientific discoveries among tourists; big data analytics-based targeted advertising helps identify and refine demand drivers within different target audience segments; UGC marketing shapes the image of the tourism destination as a community of like-minded individuals, strengthening emotional connection and trust. The study of CERN as a tourism destination led to the conclusion that it possesses a sufficiently developed tourism infrastructure and a complex of resources and products for science tourism. The analysis of specific examples of digital technology use in promoting science tourism resources and building the CERN brand as a tourism destination demonstrated the high efficiency, targeting, and personalization achieved through these digital tools.
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Copyright (c) 2025 Tatiana Chaika, Natalia Yakimenko-Tereschenko, Kateryna Mashneva