Digital nomads in destination marketing

Abstract

Purpose

The objective of this paper is to determine the impact of digital nomads on destination marketing.

Design/methodology/approach

The article was designed using a six-layer research onion. The research design was developed with an interpretive paradigm using an inductive multi-qualitative approach.

Findings

According to the results obtained, it was found that digital nomads play an important role in destination marketing and are effective in creating intentions to visit destinations.

Originality/value

The study reveals a methodologically different approach to the theme by analysing multi-qualitative data. The theoretical contribution of the article is that it shows that digital nomads' YouTube video posts regarding destinations are more effective on other digital nomads and those who want to become digital nomads.

Citation

Ay, E. and Güzel, M.O. (2024), "Digital nomads in destination marketing", Worldwide Hospitality and Tourism Themes, Vol. 16 No. 3, pp. 316-328. https://doi.org/10.1108/WHATT-03-2024-0050