Digital Tourist Marketing: The Latest Developments and Recommendations on How Mykonos Can Take Advantage of Digital and Influencer Marketing

Abstract

Tourism is a wealth-producing sector, the exploitation of which has a significant impact on the economic and overall development, especially in the islands of the Aegean. In order to achieve the desired results, it is necessary the controlled exploitation of a destination, the acquisition of knowledge about the market, the analysis of competition, but also the correct promotion of the tourist product. The purpose of this work is to highlight the island of Mykonos as a tourist destination and to make proposals on how it can take advantage of the latest developments on the Internet and social media. For this reason, the proposals made are indicating that the island shall focus on improvements on its internet presence. For this reason, it is strongly recommended to focus not only on making a better digital marketing strategy but also on utilizing the tens of well-known personalities that are visiting the island. Hence, influencers can have an important role on the promotion of the island. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.