Features of the implementation of marketing strategies in Mediterranean tourist destinations
Tymoshchuk O. O.

Tymoshchuk, Oleksandr O. (2026) “Features of the implementation of marketing strategies in Mediterranean tourist destinations.” The Problems of Economy 2:79–87.
https://doi.org/10.32983/2222-0712-2026-2-79-87

Section: World economy and international relations

UDC 339.9

Abstract:
This article examines the characteristics of the implementation of marketing strategies in Mediterranean tourist destinations, one of the most dynamic and competitive tourism regions in the world. The purpose of this article is to examine the characteristics of marketing strategy implementation in Mediterranean tourist destinations and to identify successful development models for popular tourist destinations that, in the long term, contribute to the sustainable development of tourism under conditions of limited resources, the pronounced seasonality of the tourism market, and the ever-increasing influence of digital technologies on tourist flow dynamics. To achieve the stated objective, this article employs general scientific, empirical, and quantitative methods. Benchmarking was used to systematically compare leading Mediterranean destinations, enabling the identification of specific practices and innovations that can be adapted to the regional context of tourist destinations with similar resources and development conditions, including those in Ukraine. The study found that the region’s appeal is shaped by a combination of natural and climatic conditions, a rich cultural and historical heritage, developed infrastructure, and a favorable geographic location. It is argued that, in the context of global competition, the use of comprehensive marketing approaches aimed at creating a unique image for destinations and enhancing their competitiveness is of key importance. The specifics of marketing strategies are analyzed, with a particular focus on destination branding, digital marketing, and tourism market segmentation. It is established that effective destination positioning is based on leveraging unique characteristics—culture, gastronomy, lifestyle, and natural resources. Significant attention is paid to the role of digital communication channels, particularly social media, video content, and content marketing, which help foster an emotional connection with potential tourists and influence travel decisions. It has been demonstrated that an important element of modern tourism strategies is the personalization of the travel experience and deep market segmentation, which allows for tailoring offerings to the needs of different target audiences. The issue of seasonality in tourism is outlined, and ways to address it through the diversification of tourism products and the development of year-round tourism are identified. The growing role of the concept of sustainable development is examined, which involves the implementation of environmentally responsible practices, the preservation of cultural heritage, and support for local economies. It is emphasized that the success of marketing strategies in Mediterranean destinations is determined by a combination of innovative technologies, effective branding, and a focus on tourist needs. Prospects for further development are identified, linked to the active implementation of digital technologies, data analytics, and the principles of sustainable tourism.

Keywords: The Mediterranean; marketing strategies; tourist destinations; destination branding; innovative technologies; digital marketing; market segmentation; sustainable tourism.

Tabl.: 2. Bibl.: 22.

Tymoshchuk Oleksandr O. – Candidate of Sciences (Law), Lecturer, Department of Economics, Law and Tourism, Stryi Vocational College of the Lviv National University of Nature Management (169 Lvivska Str., Stryi, Lviv region, 82400, Ukraine)
Email: at2905@gmail.com

List of references in article

Argyropoulou M., Folinas D., Tzavara D., Grose C. & Charisis C. (2021). Exploring the digital marketing practices in the Greek retail sector. CES Working Papers, 3(13), 319–328. https://www.econstor.eu/bitstream/10419/286661/1/1788459458.pdf
Deffner A., Karachalis N., Psatha E., Metaxas T. & Syrakoulis K. (2020). City Marketing and Planning in Two Greek Cities: Plurality or Constraints?. European Planning Studies, 7(28), 1333–1354. https://doi.org/10.1080/09654313.2019.1701291
Giglio S., Bertacchini F., Bilotta E. & Pantano P. (2019). Using social media to identify tourism attractiveness in six Italian cities. Tourism Management, 72, 306–312. https://doi.org/10.1016/j.tourman.2018.12.007
Harbar Zh. V. & Hontaruk Ya. V. (2022). Marketynhovi innovatsii v industrii hostynnosti Ukrainy [Marketing innovations in the hospitality industry of Ukraine]. Industriia turyzmu i hostynnosti v Tsentralnii ta Skhidnii Yevropi, 5, 36–44. https://doi.org/10.36477/tourismhospcee-5-5
Koriuhin A. V., Matveiev M. E. & Bryk S. D. (2022). Marketynhovi instrumenty turystychnoi industrii: dosvid YeS [Marketing tools of the tourism industry: EU experience]. Investytsii: praktyka ta dosvid, 2, 88–94. https://doi.org/10.32702/2306-6814.2022.2.88
Marusei T. V. (2022). Suchasni marketynhovi instrumenty turystychnoi industrii [Modern marketing tools of the tourism industry]. Efektyvna ekonomika, 8. https://doi.org/10.32702/2307-2105.2022.8.29
Matiukh S. & Katkova T. (2023). Osoblyvosti marketynhovoho upravlinnia v turystychnomu biznesi [Peculiarities of marketing management in tourism business]. Development Service Industry Management, 2, 48–52. https://doi.org/10.31891/dsim-2023-2(6)
Mendela I. Ya. & Mendela Ye. M. (2022). Marketynhovi innovatsii v hotelnomu biznesi [Marketing innovations in the hotel business]. Industriia turyzmu i hostynnosti v Tsentralnii ta Skhidnii Yevropi, 4, 21–25. https://doi.org/10.36477/tourismhospcee-4-3
Myronov Yu. B., Svydruk I. I. & Topornytska M. Ya. (2020). Stratehichne marketynhove planuvannia v turyzmi [Strategic marketing planning in tourism]. Naukovyi visnyk NLTU Ukrainy, 1(30), 94–97. https://doi.org/10.36930/40300116
Papatheochari T., Koutsopoulou A., Moloni R. & Niavis S. (2024). From an Integrated Tourism Model to a Place Branding Strategy. Perspectives of Mediterranean Tourism Experts. Springer Proceedings in Business and Economics (pp. 995–1004). https://ideas.repec.org/h/spr/prbchp/978-3-031-51038-0_107.html
Rybchuk A. V. & Tymoshchuk O. O. (2025). Metodolohichni imperatyvy doslidzhennia seredzemnomorskoho rynku turystychnykh posluh [Methodological imperatives for studying the Mediterranean market of tourist services]. Biznes Inform, 3, 367–373. https://doi.org/10.32983/2222-4459-2025-3-367-373
Statistical Reports. (2026). Tourism Satellite Accounts in Europe – 2026 edition. https://ec.europa.eu/eurostat/web/products-statistical-reports/w/ks-01-26-018
Tavakoli R. & Wijesinghe S. (2019). The evolution of the web and netnography in tourism: A systematic review. Tourism Management Perspectives, 29, 48–55. https://doi.org/10.1016/j.tmp.2018.10.008
Tomljenovic R., Marusic Z. & Gjurasic M. (2023). Digital nomads in the Mediterranean. Tourism in Southern and Eastern Europe, 7, 425–439. https://doi.org/10.20867/tosee.07.28
Tymoshchuk O. O. (2026). Multyplikatyvnyi analiz konkurentnykh pozytsii seredzemnomorskykh destynatsii [Multiplicative analysis of competitive positions of Mediterranean destinations]. Natsionalni interesy Ukrainy, 2(19), 1301–1313. https://doi.org/10.52058/3041-1793-2026-2(19)-1301-1313
untourism.int. (2023). Yearbook of Tourism Statistics, Data 2017–2021, 2023 Edition. https://www.untourism.int/global/publication/yearbook-tourism-statistics-data-2017-2021-2023-edition
UNWTO (2026). World Tourism Barometer 2026. UNWTO, Madrid, Spain. https://doi.org/10.18111/wtobarometereng
Vyas C. (2019). Evaluating state tourism websites using Search Engine Optimization tools. Tourism Management, 73, 64–70. https://doi.org/10.1016/j.tourman.2019.01.019
Wahyuningsih W., Suparman S., Syamsul B. & Muzakir M. (2022). The Marketing Strategy for Tourism Industry Post Covid-19 Pandemic. Advances in Social Science, Education and Humanities Research (pp. 1–4). https://doi.org/10.2991/assehr.k.220707.001
Wassler P. & Fan D. (2021). A tale of four futures: tourism, academia, and Covid-19. Tourism Management Perspectives, 1–30. https://doi.org/10.2991/assehr.k.220707.001
World Economic Forum (2024). Travel & Tourism Development Index 2024. WEF, Geneva, Switzerland. https://www.weforum.org/publications/travel-tourism-development-index-2024/
WTTC (2024). Travel & Tourism Economic Impact 2024. WTTC, London, UK. https://www.reportlinker.com/market-report/Travel-And-Tourism/6217/Travel-And-Tourism