THE ROLE OF DIGITAL MARKETING IN FAMILY TOURISM ACTIVITIES

The aim of this paper is to investigate how tourism companies and small family farms engaged in tourism, under the pressure of market challenges, adopted and adapted new digital marketing strategies as an essential part of the wider digital transformation process. In circumstances that required quick and decisive reactions, many companies had to reorganize their business models, relying on digital tools and platforms as primary channels of communication and sales. In this process, digital marketing has played a key role in enabling companies not only to maintain business continuity, but also to identify new opportunities for growth, innovation and strengthening relationships with their customers. This process not only helped tourism companies to overcome moments of crisis, but also clearly showed that digitization is becoming a strategic imperative, not an option. Rapid changes in consumer-tourist behavior, as well as increased competition in the digital space, required tourism companies to invest intensively in technological innovation, creative solutions and a personalized approach. Analysis of these changes provides insight into how tourism organizations have used digital marketing to adapt to new market conditions, while improving their capacities for future challenges. Also, today tourists are increasingly directed to the Internet as a source of information, therefore the quality of websites must be appropriate, if one wants to achieve success in a certain tourist market.