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DIGITAL NOMADS AS RECIPIENTS AND USERS OF THE CITY'S OFFER. STATUS AND PROSPECTS OF RESEARCH.

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Title: DIGITAL NOMADS AS RECIPIENTS AND USERS OF THE CITY'S OFFER. STATUS AND PROSPECTS OF RESEARCH.
Authors: SZTUK, Aleksandra
Source: Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie; 2024, Issue 193, p633-644, 12p
Subject Terms: DIGITAL nomads, NOMADS, COMMUNICATION in marketing, MARKETING, MARKETING effectiveness, CITY promotion, MANAGERIAL economics
Abstract: Purpose: This paper aims to identify the current state of knowledge and ongoing research related to the digital nomad segment from the perspective of territorial marketing. Design/methodology/approach: The Scoping Review method was used, and the research material was collected from 3 databases: Scopus, Web of Science, and the Google Scholar academic browser. In order to graphically present the research conducted by scientists relating to digital nomads, VOSviewer software was used to build a map of connections between keywords appearing in publications. Findings: Based on the Scoping Review, the author notices a sudden interest in the academic community in the issue of digital nomads, particularly in business economics and social sciences. The analysis of the collected materials allows to conclude that the technological facilities offered by territorial units are one of the critical features of the city as a destination from the perspective of digital nomads. Moreover, the author indicates that the characteristics of the profile of the digital nomad group require constant updates to conduct effective marketing communication of cities with this target group. Place marketing theorists and practitioners looking for effective ways to attract digital nomads should also focus on the possibilities of cooperation with residents because their attitudes and opinions strongly influence the perception of the city. Originality/value: So far, few studies have combined the issue of digital nomads as a group of consumers of the city's offer with the area of city marketing. This paper consolidates previous findings in this area. The last part of the paper proposes future research directions, the results of which may positively affect the effectiveness of marketing activities used by territorial units to gain the interest of digital nomads. [ABSTRACT FROM AUTHOR]
Copyright of Scientific Papers of Silesian University of Technology. Organization & Management / Zeszyty Naukowe Politechniki Slaskiej. Seria Organizacji i Zarzadzanie is the property of Silesian Technical University, Organisation & Management Faculty and its content may not be copied or emailed to multiple sites without the copyright holder's express written permission. Additionally, content may not be used with any artificial intelligence tools or machine learning technologies. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
Database: Complementary Index
Description
Abstract:Purpose: This paper aims to identify the current state of knowledge and ongoing research related to the digital nomad segment from the perspective of territorial marketing. Design/methodology/approach: The Scoping Review method was used, and the research material was collected from 3 databases: Scopus, Web of Science, and the Google Scholar academic browser. In order to graphically present the research conducted by scientists relating to digital nomads, VOSviewer software was used to build a map of connections between keywords appearing in publications. Findings: Based on the Scoping Review, the author notices a sudden interest in the academic community in the issue of digital nomads, particularly in business economics and social sciences. The analysis of the collected materials allows to conclude that the technological facilities offered by territorial units are one of the critical features of the city as a destination from the perspective of digital nomads. Moreover, the author indicates that the characteristics of the profile of the digital nomad group require constant updates to conduct effective marketing communication of cities with this target group. Place marketing theorists and practitioners looking for effective ways to attract digital nomads should also focus on the possibilities of cooperation with residents because their attitudes and opinions strongly influence the perception of the city. Originality/value: So far, few studies have combined the issue of digital nomads as a group of consumers of the city's offer with the area of city marketing. This paper consolidates previous findings in this area. The last part of the paper proposes future research directions, the results of which may positively affect the effectiveness of marketing activities used by territorial units to gain the interest of digital nomads. [ABSTRACT FROM AUTHOR]
ISSN:16413466
DOI:10.29119/1641-3466.2024.193.35