Page 69 - Azerbaijan State University of Economics

THE JOURNAL OF ECONOMIC SCIENCES: THEORY AND PRACTICE, V.82, # 2, 2025, pp. 61-78

• sevsmtype – using two or more social media.

The data is taken from Eurostat (2025). Correlation analysis is used to find the most
important factors of economic growth. Then regression analysis is applied to create
models. The dependent variables are the growth of tourism exports in 2016-2024
(Balance of payments by country – annual data: services: travel, million euro, credit)
measured in % relatively the level of the tourism exports in 2016 (TE) and in % of
GDP (Gross domestic product, current prices, million euro) in 2015 (TEGDP).

RESULTS
Table 1 shows the trends in using digital marketing tools by tourism sector enterprises.
The general trend towards digitalization is not an absolute regularity. Sometimes there
are exceptions. For example, the share of accommodation enterprises using websites
decreased, but that was rather a minor fluctuation. Websites are used by a great majority
of accommodation enterprises (between 87% in Slovakia and 100% in Finland in 2023).
The websites are used mostly for description of services, their prices and booking. Other
website functions are used by a minority of tourism sector enterprises.

Table 1: Use of various digital marketing tools in tourism sector in the EU-27, %
enterprises.
Travel agency, tour
operator and other
reservation service and
Sector Accommodation Sector related activities
2024
2016 or or 2016 or
Tool 2015 2023 Tool 2015 2024 or 2023
Aweb 95.7 94.5 Tweb 92.7 94.1
Awebdescr 86.9 90.1 Twebdescr 80.4 85.0
Awevorder 76.2 78.2 Twevorder 60.7 60.3
Awebtrack 26.4 26.3 Twebtrack 29.3 25.2
Awebcustom 26.4 28.7 Twebcustom 27.0 26.5
Awebperson 16.2 15.3 Twebperson 21.3 18.8
Aadv 54.2 56.9 Tadv 47.9 63.5
Aadvcont 45.5 48.3 Tadvcont 40.7 54.7
Aadvpast 20.3 29.0 Tadvpast 22.7 36.6
Aadvgeo 19.8 33.8 Tadvgeo 19.9 36.0
Aadvoth 22.5 30.7 Tadvoth 22.2 35.0
Aadvtarg 46.9 50.5 Tadvtarg 41.5 56.0
Asmimage 66.8 75.6 Tsmimage 67.0 81.2
Asmresp 58.3 63.6 Tsmresp 51.3 64.3
Asminnov 32.6 25.8 Tsminnov 31.0 28.3

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