The Impact of Digital Marketing on Promotion and Sustainable Tourism Development

Abstract

This paper aims to analyze the influence of digital marketing in Kosovo’s tourism industry from three key perspectives: consumers, businesses, and industry experts (IEs). The research explores how digital marketing influences the identification of tourist destinations, the promotion of tourism businesses, and sustainable tourism development. The study used semi-structured interviews to collect primary data from twenty-five participants, selected through non-probability and purposive heterogeneous sampling techniques. The data were analyzed qualitatively using a thematic analysis approach, encompassing a multi-step coding process involving data categorization, reduction, and display techniques. The findings reveal that digital marketing significantly impacts Kosovo’s tourism industry. A qualitative analysis of the interviews confirms that digital media is crucial for consumers in identifying tourist destinations. Tourism businesses utilize digital marketing channels to advertise destinations, while IEs recognize digital marketing’s pivotal role in fostering tourism sustainable growth. This study sheds light on how digital marketing not only supports the promotion and identification of tourist destinations but also contributes to long-term tourism development. The study offers practical implications, providing valuable insights for tourists seeking destination information, for businesses in enhancing digital engagement with tourists, and for policymakers aiming to develop targeted, sustainable tourism strategies that leverage digital marketing trends.

1. Introduction

In recent years, the tourism industry has been transformed by digital marketing and social media, reshaping interactions between businesses and consumers. This shift, driven by Web 2.0 technologies, has prompted extensive interdisciplinary research to understand its implications. Within tourism, digital marketing and social media have become integral to marketing, management, and decision-making processes (Leung et al., 2013; Seyitoğlu & Costa, 2022; Sigala et al., 2012).

A growing area of research focuses on understanding how digital marketing and social media platforms influence the identification of tourist destinations. Previous studies have explored various dimensions of this phenomenon, including the role of digital engagement, the effectiveness of marketing strategies, and the credibility of online platforms (Xiang & Pan, 2011). Notably, travelers increasingly rely on search engines and interactive platforms to explore and discover travel destinations, underscoring the pivotal role of digital platforms in shaping their perceptions and decisions (Xiang et al., 2008; Zeng, 2013). Social media platforms, including TripAdvisor, Facebook, YouTube, and Twitter, have emerged as influential factors in travelers’ decision-making processes (Au-Yong-Oliveira et al., 2019; McCarthy et al., 2010; Sigala et al., 2012).

Kosovo’s tourism sector has experienced steady growth, with a 17.4% increase in total visitors in December 2024 compared to December 2023 (KSA, 2025). The total number of visitors reached 145,619, comprising 54,832 domestic visitors and 90,787 international visitors. The most frequent foreign tourists originated from Albania, Switzerland, Germany, Turkey, and the United States. Regionally, Prishtina, Prizren, and Peja are among the most-visited cities, benefiting from their cultural heritage, business activities, and natural attractions. The hotel occupancy rate in Kosovo was 20.9% in December 2024, showing a decline compared to the previous year (KSA, 2025). These trends reflect the growing role of digital marketing in attracting international tourists, yet they also indicate the need for enhanced tourism infrastructure and policy initiatives to increase visitor retention and overnight stays.

Kosovo’s tourism governance structure is decentralized, with multiple government institutions overseeing tourism development. The Ministry of Industry, Enterprise, and Trade (MIET) is the primary body responsible for policy formulation, supported by other institutions, such as Kosovo Investment and Enterprise Support Agency (KIESA), as well as the Ministry of Culture, Youth, and Sports (MCYS), and Ministry of Environment, Spatial Planning, and Infrastructure (MESPI). While this multi-institutional framework facilitates diverse policy interventions, it also results in fragmented coordination and implementation challenges (KSA, 2025; Berlin Economics, 2023). To address these gaps, Kosovo recently introduced the National Tourism Strategy (2023–2030) and the Action Plan 2024–2026, which focus on increasing international promotion, expanding infrastructure, and strengthening tourism stakeholder cooperation. Despite these initiatives, financial support remains limited compared to regional competitors, raising concerns about the effectiveness of policy implementation (MIET, 2024). The lack of a centralized agency further complicates efforts to streamline national tourism policies and enhance Kosovo’s global tourism appeal.

While digital marketing’s influence on tourism has been widely studied, specific insights into how these dynamics play out in Kosovo’s tourism industry are limited. This study seeks to provide new insights about Kosovo’s unique context, offering an empirical perspective of how digital marketing is perceived by different stakeholders within the country. To address this, the study aims to analyze customers’ perspectives and evaluate the influence of digital marketing on the identification of tourist destinations in Kosovo. The first objective of this research is to provide insights into the role of digital marketing from the perspective of consumers, thereby contributing to a deeper understanding of tourism development in Kosovo.

Moreover, digital marketing plays a crucial role in the promotion of tourist destinations (Buhalis et al., 2023; Campbell et al., 2011; Lee & Cho, 2019; Sotiriadis & van Zyl, 2013). Social media platforms, search engines, and online travel agencies (OTAs) have emerged as key players in disseminating information and attracting potential travelers (Xiang & Pan, 2011). Notably, OTAs such as Booking.com and Expedia.com facilitate hospitality distribution, offering transparency in pricing and convenient booking options (Stringham & Gerdes, 2019). The influence of digital marketing on tourism promotion is further underscored by its impact on travelers’ decision-making processes, particularly through social media channels (Lund et al., 2018). Additionally, digital marketing strategies significantly affect the performance of tourism businesses by effectively bridging the gap between markets and businesses (Day, 2011). This study also seeks to highlight how digital marketing practices are utilized by tourism businesses in Kosovo, providing insights into their promotional strategies and outcomes. Thus, our second objective is to analyze the impact of digital marketing on the promotion of tourist destinations in Kosovo from the perspective of tourism businesses.

Furthermore, prior research highlights digital marketing as a powerful tool for tourism development. Collaboration among tourism stakeholders is crucial for leveraging digital marketing opportunities and fostering sustainable tourism development (Sakas & Reklitis, 2021). Digital marketing and social media platforms significantly influence the reputation of tourist destinations, positively impacting tourists’ intentions (Kim et al., 2017). The dimensions of social media marketing, such as interactivity and informativeness, significantly affect customer purchase intention (Alalwan, 2018). Moreover, digital marketing effectiveness indicators, tracked through web analytics, offer insights into consumer behavior and enable businesses to optimize their online resources and marketing efforts (Labanauskaitė et al., 2020). This study aims to contribute unique insights into how digital marketing and social media facilitate sustainable tourism development in Kosovo, especially from the perspective of IEs. Hence, our third objective is to analyze the impact of digital marketing on sustainable tourism development from the perspective of IEs in the Kosovo tourism industry. By focusing on these specific objectives, this study provides valuable new insights into the role of digital marketing in Kosovo’s tourism industry, highlighting its relevance and originality within the context of existing research.

This paper is structured to provide a comprehensive exploration of the role of digital marketing in Kosovo’s tourism industry from multiple perspectives. Section 2 outlines the theoretical framework underpinning the impact of digital marketing on tourism, drawing on the relevant literature to contextualize the study. Section 3 details the methodology employed, including participant selection, data collection methods, and analytical approaches. Section 4 presents the findings from different stakeholders’ perspectives, highlighting their reliance on social media platforms for destination exploration, decision-making, and strategic marketing initiatives. Section 5 discusses the results in the context of the existing literature, examining the effectiveness of digital marketing strategies in promoting tourist destinations and enhancing business performance. Section 6 concludes the paper by synthesizing insights across all perspectives and discussing the practical implications for stakeholders in Kosovo’s tourism sector.

2. Literature Review

Drawing from the existing literature, digital marketing is defined as an integrated process by which an enterprise sends a marketing message to a target segment using the internet and other digital-based marketing tools (Labanauskaitė et al., 2020). Social media is defined as “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content” (Kaplan & Haenlein, 2010, p. 61). The synergetic evolution of digital marketing and social media underscores their complementary relationship, with each shaping and influencing the other as they evolve together (Vrontis et al., 2021). Digital marketing applied through social media is characterized as a dynamic dialog initiated by consumers or businesses, circulating promotional information among relevant parties and fostering interactive communication and real-time engagement (Dwivedi et al., 2015; Jara et al., 2014; Kim & Ko, 2012). This interactive process ultimately benefits all stakeholders involved by facilitating the exchange of valuable insights and promoting mutual engagement (Dwivedi et al., 2015).

This study adopts the Digital Engagement Framework (Brodie et al., 2011) to explore how digital marketing influences consumer behavior, business promotion, and sustainable tourism development. The Digital Engagement Framework posits that online interactions between consumers and businesses are shaped by content exposure, perceived value, and interactive engagement (Brodie et al., 2011). In the context of tourism, digital marketing strategies serve as stimuli that enhance consumer awareness and influence decision-making (So et al., 2016). By applying this framework, the study examines the effectiveness of digital marketing in Kosovo’s tourism sector from the perspectives of consumers, businesses, and IEs. This theoretical foundation provides a structured approach to understanding how digital interactions influence tourism-related decision-making.

2.1. Digital Marketing as a Tool for the Identification of Tourist Destinations

Prior research highlights numerous studies examining the influence of digital marketing and social media platforms on the identification of tourist destinations. These studies delve into various aspects, including the role of digital engagement, the effectiveness of digital marketing strategies, and the credibility of digital platforms (Bigne et al., 2018; Dieck et al., 2018; Shen et al., 2018). Central to these analyses is the significance of digital engagement and discovery in shaping tourists’ interactions with online platforms as they explore and uncover travel destinations. Notably, engagement with digital platforms has emerged as a fundamental factor shaping tourists’ perceptions and decisions (Xiang & Pan, 2011). During the initial stages of travel planning, travelers commonly rely on search engines as their primary source of information, later transitioning to more interactive platforms such as destination marketing organizations’ websites and transaction-oriented portals (Xiang et al., 2008). Social media platforms also play a crucial role in the pre-travel phase, with travelers extensively consulting them for planning and information, further emphasizing their integral role in the overall travel planning process (Zeng, 2013).

The identification of touristic destinations involves a multi-dimensional process encompassing awareness and choice. Firstly, ‘awareness’ refers to the initial recognition and cognitive understanding of a destination among potential travelers (Becken et al., 2015). This stage is influenced by digital transformation and evolving sustainability practices (Cantino et al., 2019). Digital platforms play a crucial role in this phase, disseminating information and creating visibility through digital storytelling and interactive content (Giaccone & Bonacini, 2019). Secondly, ‘identification’ deepens as stakeholders engage with the destination’s unique value propositions, cultural heritage, and sustainability efforts. Sustainable tourism strategies and ICT innovations contribute significantly to enhancing destination identity and differentiation (Cortese et al., 2021; Alfiero et al., 2017). This phase involves stakeholders recognizing the destination’s attributes and aligning them with their own preferences and values. Finally, ‘choice’ represents the decision-making phase, where travelers confirm their commitment to visiting a destination based on their perceived experience expectations and value alignment (Gretzel et al., 2015). The effective management of these stages through integrated tourism strategies and technological advancements ensures a comprehensive approach to destination management and visitor satisfaction (Cantino et al., 2019).

Social media platforms, including TripAdvisor, Facebook, YouTube, and Twitter, have emerged as key influencers in travel-related decision-making processes (McCarthy et al., 2010; Sigala et al., 2012). The phenomenon of ’Travel 2.0’ encapsulates the transformation of the travel industry towards the generation of new platforms and social interactions online, fundamentally altering travelers’ behavior and consumption patterns (Buhalis & Law, 2008; Hudson & Thal, 2013). Stylianou et al. (2025) further emphasize the role of social media in co-creating tourism experiences, highlighting that digital platforms facilitate greater engagement between stakeholders and consumers, ultimately shaping the image and branding strategies of the destination. User-generated content (UGC) on these platforms significantly influences travelers’ decisions to visit destinations, underscoring the importance of digital marketing efforts that strategically leverage social media channels (Bigne et al., 2018; Dieck et al., 2018). In essence, the digital landscape, particularly social media platforms, plays a pivotal role in helping travelers identify and explore tourist destinations (Angeloni & Rossi, 2020; Hu & Olivieri, 2020). Travelers’ reliance on digital platforms when searching for information and decision-making underscores the imperative for tourism marketers to effectively utilize digital marketing strategies to promote destinations and engage with potential visitors (Amaro & Duarte, 2017; Varkaris & Neuhofer, 2017).

Furthermore, the credibility and authenticity of online information are crucial factors influencing tourists’ decision-making processes (Tham et al., 2013). While UGC is generally considered more trustworthy than the information provided by official tourism websites and travel agents, there is an ongoing debate regarding the trustworthiness and authenticity of the content on social media platforms (Fotis et al., 2012). Trust serves as a crucial mediator in value co-creation within online travel communities, fostering engagement, personalization, and user dependence (Shen et al., 2018).

While previous studies have examined the impact of digital marketing and social media on the identification of tourist destinations in various contexts, there is limited understanding of this impact within the tourism sector in Kosovo. To contribute new information specific to Kosovo, we formulated the first research question: What is the impact of digital marketing on the identification of tourist destinations in Kosovo from the consumer perspective? This focus allows us to provide valuable insights into how digital marketing influences consumer behavior and destination choices in this unique context.

2.2. Digital Marketing as a Tool for the Promotion of Tourist Destinations

Prior research underscores the extensive exploration of how digital marketing and social media platforms contribute to the promotion of tourist destinations. The evolution of digital marketing platforms in tourism, closely linked with the advent of Web 2.0, has reshaped promotional strategies by leveraging social networking sites and travel review platforms (Sotiriadis & van Zyl, 2013). Social media, search engines, and OTAs have become pivotal in disseminating information and attracting potential travelers (Xiang & Pan, 2011). OTAs like Booking.com and Expedia.com play a critical role in hospitality distribution, offering transparency in pricing, consumer reviews, and convenient booking options (Stringham & Gerdes, 2019). Additionally, social media platforms provide innovative features like instant booking and direct messaging for hotel reservations, diversifying the promotional landscape (Buhalis & Mamalakis, 2015). The impact of digital marketing on tourism promotion is evident, with social media influencing travelers’ decision-making processes (Lund et al., 2018).

Digital marketing offers wider reach, immediacy, and cost-effectiveness for tourism businesses, enhancing interactivity and user engagement (Dominici, 2009). The shift towards using online platforms for promotional messages underscores the importance of digital transformation in tourism marketing (Cho & Lee, 2018; Lee & Cho, 2019). Targeted marketing and personalized engagement through social media channels are crucial for attracting and retaining tourists, positively impacting business performance (Sakas & Reklitis, 2021). The adoption of digital marketing strategies contributes to companies’ competitive advantage, offering a more economical and targeted approach compared to traditional methods (Sakas et al., 2022). Furthermore, digital marketing strategies significantly impact tourism businesses’ performance, effectively bridging the gap between markets and businesses (Day, 2011).

Western European countries benefit from a well-developed infrastructure, financial resources, and national tourism agencies that ensure coordinated promotional efforts (Olszewski-Strzyżowski, 2022). In contrast, Balkan countries, including Kosovo, face fragmented governance and financial constraints that limit the effectiveness of digital marketing strategies (Porfido, 2020). While some Balkan countries have a centralized system of tourism promotion, Kosovo remains in the early stages of such reforms. Studies from the Adriatic–Ionian area confirm that social media platforms, particularly Facebook and Instagram, are crucial for tourism promotion (Ndou et al., 2023). However, while Western European businesses employ personalized, data-driven marketing techniques (Szolnoki et al., 2022; Krabokoukis, 2025; Magoutas et al., 2024), Kosovo’s tourism sector primarily relies on organic content strategies due to financial limitations (Porfido, 2020).

Despite the extensive research conducted in this field, there is limited understanding of the impact of digital marketing on the promotion of tourist destinations in Kosovo from the viewpoint of tourism businesses. Additionally, research on the effectiveness of digital marketing strategies adopted by businesses to reach target audiences and increase visitor numbers in Kosovo is scarce. To contribute new insights specific to this region, have formulated the second research question to be answered in this study: What is the impact of digital marketing on the promotion of tourist destinations in Kosovo from the perspective of tourism businesses?

2.3. Digital Marketing as a Driver of Tourism Competitiveness, Consumer Engagement, and Sustainable Growth

Prior research emphasizes the vital collaboration among tourism stakeholders in utilizing digital marketing to foster sustainable tourism development. The incorporation of web analytics into marketing strategies enhances competitiveness by extracting and analyzing various metrics like Organic Traffic and Global Rank (OTGR) (Christov et al., 2020). Understanding users’ behavior through web analytics facilitates the optimization of digital marketing strategies, contributing to enhanced visibility and brand recognition (Kumar & Ogunmola, 2020). Additionally, the quality of tourism information on social media influences destination image formation, which positively impacts tourists’ intentions (Kim et al., 2017).

Utilizing search engine optimization (SEO) tools can enhance tourism website visibility among searchers, providing valuable insights into keyword usage and ranking strategies (Vyas, 2019). User-generated content (UGC) plays a crucial role in travel planning, positively influencing travelers’ attitudes and intentions (Mendes-Filho et al., 2017). Social media marketing dimensions, including interactivity and informativeness, significantly influence customer purchase intention, emphasizing the importance of engaging content (Alalwan, 2018). Moreover, consumer-shared social referrals on platforms like Facebook and Twitter positively impact sales on social commerce platforms, highlighting the influence of social networks on purchasing behavior (Kim & Kim, 2018).

Despite its advantages, digital marketing has intensified economic disparities between large and small tourism enterprises, with differential access to resources and visibility on digital platforms. There are detrimental effects and risks associated with the increased use of digital marketing platforms (Martín Martín et al., 2018). Hence, tour operators and agents must adapt to technological innovations and changing consumer demands to optimize digital distribution channels effectively (Tsiotsou & Ratten, 2010). Balancing technological advancements with human interaction is crucial for creating personalized customer experiences while respecting privacy concerns (Labanauskaitė et al., 2020). Moreover, the research highlights challenges such as uncoordinated branding, inconsistent digital marketing strategies, and financial constraints that prevent SMEs from fully leveraging digital tools (Porfido, 2020). In Kosovo, restricted public funding and the absence of a centralized tourism authority limit coordinated digital marketing campaigns.

Sustainability in tourism is commonly examined through three dimensions: environmental, socio-cultural, and economic (UNWTO, 2015). While digital marketing primarily focuses on promotional activities, it also plays a crucial role in supporting sustainable tourism initiatives by influencing tourist behavior, promoting eco-friendly destinations, and enhancing cultural heritage preservation (Gössling & Hall, 2019). Previous research highlights that digital engagement strategies can increase awareness of responsible travel practices, such as low-impact tourism, community-based tourism, and heritage conservation (Font & McCabe, 2017). By leveraging online platforms, tourism businesses and policymakers can guide visitors toward underexplored rural locations, thereby reducing pressure on high-traffic areas and supporting local economies (Hall, 2019). While existing studies demonstrate the positive impact of digital marketing on tourism growth, particularly in developed nations, empirical evidence specific to developing countries like Kosovo is limited. Understanding the unique challenges and opportunities within Kosovo’s tourism sector can provide valuable insights for IEs. Therefore, we formulated the third research question to explore this context further: What is the impact of digital marketing on the development of tourism from the perspective of IEs in the tourism industry in Kosovo?

3. Methods

This study employed a qualitative in-depth approach to explore the impact of digital marketing within Kosovo’s tourism industry, considering insights from key stakeholders, including consumers, tourism businesses, and IEs that are deeply entrenched in the sector. A total of twenty-five face-to-face, semi-structured, in-depth interviews were conducted with participants from these three stakeholder groups. The sample consisted of ten consumers, ten managers representing tourism businesses, and five IEs.

A purposive heterogenous sampling technique was utilized to identify, recruit, and select participants for interviews based on specific criteria. Participants were chosen based on their recent travel experience, active engagement with social media, use of digital marketing for destination identification and promotion, and proven expertise in the tourism industry. This method was chosen to ensure a broad representation of diverse perspectives within Kosovo’s tourism industry. Unlike stratified sampling, which requires predefined sub-groups with known population proportions (Bhattacherjee, 2012), purposive heterogeneous sampling allowed us to capture a wide range of viewpoints from consumers, business representatives, and industry experts. Snowball sampling was not considered suitable, as it could introduce selection bias by limiting participants to specific social or professional networks (Kirchherr & Charles, 2018).

The final sample size of 25 participants was determined through saturation, following the thematic redundancy principle (Guest et al., 2006). Saturation was reached by the 22nd interview, at which point no new themes emerged, confirming that additional interviews would not significantly alter the findings. To ensure robustness, three additional interviews were conducted, bringing the total to 25, allowing for the verification of the identified themes.

The interview guideline was created following an extensive review of the literature, aiming to guide discussions and unveil the underlying impacts of digital marketing and social media application on the tourism sector in Kosovo. The instrument aimed to analyze the impact of digital marketing on destination promotion, identification, and overall tourism development from the perspectives of consumers, business managers, and IEs. The interview guideline encompassed four main themes for the consumer stakeholder group, four main themes for business managers, and four main themes for experts in the tourism industry. These themes were carefully crafted to capture insights relevant to each stakeholder group’s perspective on the influence of digital marketing on Kosovo’s tourism landscape. In

Table 1. Interview themes and evidence from the literature.

Stakeholder Group	Interview Themes	Evidence from the Literature
Consumers	Digital Engagement and Discovery	(Seyitoğlu & Costa, 2022; Xiang & Pan 2011; Xiang et al., 2008; Zeng, 2013)
	Influence of Digital Marketing Channels	(Au-Yong-Oliveira et al., 2019; McCarthy et al., 2010; Buhalis & Law, 2008; Hudson & Thal, 2013)
	Effectiveness of Digital Marketing	(Kaplan & Haenlein, 2010; Dieck et al., 2018; Bigne et al., 2018)
	Credibility and Authenticity Assessment	(Tham et al., 2013; Fotis et al., 2012; Shen et al., 2018)
Tourism businesses	Marketing Strategies	(Sotiriadis & van Zyl, 2013; Cho & Lee, 2018; Lee & Cho, 2019; Day, 2011)
	Advantages and Disadvantages of Digital Marketing	(Sakas et al., 2022)
	Targeting and Engagement	(Campbell et al., 2011; Xiang & Pan, 2011; Sakas & Reklitis, 2021)
	Effect on Business Performance	(Stringham & Gerdes, 2019; Dominici, 2009)
Industry Experts	Impact of Digital Marketing on Tourism Development	(Au-Yong-Oliveira et al., 2019; Kim et al., 2017; Vyas, 2019; Kim & Kim, 2018)
	Digital Marketing and Collaboration	(Christov et al., 2020; Kumar & Ogunmola, 2020)
	Challenges and Disparities	(Buhalis et al., 2023; Tsiotsou & Ratten, 2010)
	Risks and Negative Impacts	(Labanauskaitė et al., 2020; Martín Martín et al., 2018)

Source: Authors’ own elaboration.

, the interview themes and evidence from the literature are presented.

Table 2. Participant profile from consumers audience.

Participant Code	Age Range	Country of Residence	Occupation	Travel Frequency	Social Media Use (hrs/day)	Plan and Search for Travel Destinations	Preferred Accommodation
C1	35–39	Kosovo	Teacher	3 times/year	2–3	Social media, Booking.com, Airbnb	Villa, Apartments
C2	26–29	Kosovo	Manager	3 times/year	3–4	Facebook, Instagram, Booking.com	Hotels
C3	22–25	Albania	Engineer	3–4 times/year	3–4	Instagram, TikTok, Facebook, Booking.com	Hotels
C4	26–29	N. Macedonia	Sales	3–4 times/year	4–5	Instagram, TikTok, Facebook, Booking.com, Airbnb	Hotels, Villas
C5	22–25	Kosovo	Fashion Designer	5–6 times/year	4–5	Instagram, Booking.com,	Hotels
C6	35–39	Kosovo	Professor	4–5 times/year	2–3	Hotel websites, social media, travel agencies	Hotels
C7	26–29	Montenegro	Traffic Engineer	2–3 times/year	4–5	Facebook, Instagram	Hotels, Apartments
C8	18–21	Kosovo	Entrepreneur	3–4 times/year	4–5	Instagram, TikTok	Hotels
C9	30–34	Kosovo	Police Officer	2 times/year	3–4	Facebook, Instagram	Hotels, Apartments
C10	26–29	Albania	Journalist	3 times/year	4–5	Facebook, Instagram, Booking.com	Hotels

Source: Authors’ own elaboration.

provides a detailed description of the socio-demographic characteristics of the consumer group participants. Although the age range of the participants may not be fully representative of the entire population, it aligns with the demographic trends observed among younger social media users (Pew Research Center, 2023). According to the Pew Research Center (2023), around 80 percent of internet users aged 18–29 engage with social networking sites, with usage declining among older demographics. Within our sample, participant ages were distributed as follows: 18–21 (10%), 22–25 (20%), 26–29 (40%), 30–34 (20%), and 35–39 (10%), with 70% falling within the 18–29 age bracket. Furthermore, the sample profile sheds light on social media usage patterns, including the daily time spent on social platforms and the primary platforms used for discovering tourist destinations. Additionally, it provides information about the participants’ country of residence, occupation, and travel frequency, the types of social media or digital platforms used for travel destination searches, and their preferred accommodation type.

Similarly,

Table 3. Participant profile from businesses audience.

Participant Code	Job Position	Business Location	Business Type	Business Experience	Tourism Segments	Application of Digital Marketing Platforms
B1	Marketing Manager	Prishtina	Tourist Agency	20 years	Accommodation, Transport	Website, Social Media
B2	General Manager	Prizren	Tourist Agency	8 years	Accommodation, Transport	Website, Phone App, Social Media
B3	General Manager	Prishtina	Tourist Agency	5 years	Accommodation, Transport	Website, Phone App, Social Media
B4	Marketing Manager	Prishtina	Hotel	12 years	Accommodation, Gastronomy	Website, Social Media, Booking platforms
B5	Manager	Brezovica	Restaurant	5 years	Gastronomy	Social media
B6	Manager	Ferizaj	Restaurant	15 years	Gastronomy	Social media
B7	Marketing Manager	Peja	Hotel	17 years	Accommodation, Gastronomy	Website, Social Media, Booking platforms
B8	Manager	Prishtina	Restaurant	22 years	Gastronomy	Social media
B9	General Manager	Prishtina	Hotel	12 years	Accommodation, Gastronomy	Website, Social Media, Booking platforms
B10	Manager	Prizren	Restaurant	35 years	Gastronomy	Social media

Source: Authors’ own elaboration.

provides insights into the socio-demographic profiles and digital marketing usage behavior of business participants, including job positions, business locations, types, experience, target tourism segments, and digital marketing platform applications. This information allows for a comprehensive understanding of the strategies employed by tourism businesses in Kosovo, how they utilize digital marketing for promotion, their level of experience with digital marketing, and their target audiences within the tourism sector.

Table 4. Participant profile from the IE audience.

Participant Code	Education Level	Experience in Tourism Industry	Affiliations with Tourism Industry	Specialization in Tourism
IE 1	PhD in Tourism	8 years	Member of the Guideks Association, Member of European Federation of Tourist Guide Associations (FEG), Associated Professor at the University of Peja	Specialized in rural tourism and cultural heritage in the region of Bjeshket e Nemuna, encompassing the cities of Peja, Gjakova, Deçan, Istog, and Klina.
IE 2	PhD in Tourism	16 years	Chairman of the Hotel Chamber of Kosovo, Associated Professor at the University of Applied Sciences in Ferizaj	Specialized in the region of Mirusha, spearheading an ambitious project aiming to establish Mirusha waterfalls as a prominent tourist destination.
IE 3	PhD in Tourism	8 years	Member of the Guideks Association, Associated Professor at the University of Applied Sciences in Ferizaj	Specialized in Brezovica in the Sharr mountains, Kamenica region.
IE 4	PhD in Tourism	10 years	Professor at the University of Applied Sciences in Ferizaj	Sustainable tourism; eco-tourism.
IE 5	Msc in Tourism	6 years	Member of the National Museum of Kosovo	Heritage tourism and historical preservation.

Source: Authors’ own elaboration.

depicts the socio-demographic profiles of the IE participants, covering education levels, industry experience, affiliations with the tourism industry, and specializations. Participants classified as IEs met the following inclusion criteria: (1) a minimum of five years of professional experience in the tourism industry, (2) active involvement in destination marketing, tourism policy, or digital marketing strategies, and (3) formal roles in tourism development, academia, or business leadership within the sector. This information provides valuable context regarding the expertise and qualifications of the IEs. Additionally, insights into their affiliations and specializations enable a better understanding of their perspectives and potential biases, which can influence their insights and recommendations regarding digital marketing strategies for tourism development in Kosovo.

To analyze the qualitative data, a thematic analysis method was utilized (Miles & Huberman, 1994). This approach involved a systematic coding procedure, where the analysis commenced with transcribing and acquainting with the data, followed by an initial coding guided by the theoretical perspectives and interview themes. Subsequently, an open coding phase was implemented to identify emerging patterns and codes, which were further refined, categorized, and structured into main themes. The final stage involved reviewing, finalizing the themes, and producing the report of the findings and the study framework. This rigorous analytical approach ensured a comprehensive exploration and interpretation of the qualitative data gathered from the interviews.

4. Results

4.1. Consumers Perspective

Participants from the consumer audience exhibit diverse demographics, spanning ages from 18 to 39 and originating from various Western Balkan regions, including Albania, North Macedonia, Montenegro, and Kosovo. Their educational backgrounds and occupations vary, ranging from teachers and historians to fashion designers and journalists, reflecting diverse interests. Travel frequency ranged from low, with participants traveling at least twice a year, to high, with some traveling up to six times annually. Transportation preferences were influenced by safety, distance, and convenience, with some favoring cars due to their flexibility and privacy, while others preferred buses for safety on longer journeys. Hotels were the preferred accommodation choice for most participants, driven by factors such as security, hygiene, services, and convenience. However, preferences occasionally shifted towards private apartments or villas, indicating a demand for alternative accommodation options, particularly in specific contexts or destinations.

4.1.1. Digital Engagement and Discovery

The thematic analysis illuminated the significant role of social media platforms, particularly Facebook, Instagram, and TikTok, in facilitating digital engagement and discovery among consumers. Participants expressed a strong reliance on these platforms for gathering information and exploring tourist destinations. Notably, the visual and interactive nature of content on Instagram and Facebook emerged as key factors shaping travelers’ perceptions and preferences. “Social media provides detailed information about tourist places and offers diverse information” (Participant C7, interview transcript, 2024).

Furthermore, consumers reported that platforms like Instagram and Facebook played a pivotal role in discovering and exploring tourist spots, with their visual and engaging content influencing travelers’ decisions. “I often explore on Facebook for various impressive offers” (Participant C10, interview transcript, 2024). “I research tourist spots through social networks and recommendations” (Participant C10, interview transcript, 2024).

4.1.2. Influence of Digital Marketing Channels

Facebook and Instagram were identified as influential digital marketing channels, primarily due to their extensive user base and captivating content. Participants highlighted the effectiveness of sponsored posts and promotions on these platforms in drawing their attention to specific destinations. Furthermore, the engaging presentations on social media significantly influenced travelers’ interests and decision-making processes. “Facebook and Instagram are more influential due to their potential in presenting videos and photos of tourist places” (Participant C2, interview transcript, 2024).

Moreover, consumers frequently changed their travel plans and destinations based on attractive content and offers showcased on social media platforms, illustrating the effectiveness of digital marketing in shaping travel decisions. “I switched my plans from Brezovica to Prevalla after seeing Prevalla’s posts on social media” (Participant C5, interview transcript, 2024).

4.1.3. Effectiveness of Digital Marketing

Consumer narratives underscored instances where digital marketing initiatives successfully enticed them to explore particular destinations. Engaging promotions and special offers showcased on social media platforms played a pivotal role in shaping consumers’ travel decisions. The effectiveness of these campaigns was evident in the increased visibility of lesser-known destinations, thus contributing to the diversification of tourism in the region. “Brod attracted me through special offers on Facebook. It was worth visiting, mirroring the social media presentations” (Participant C9, interview transcript, 2024).

4.1.4. Credibility and Authenticity Assessment

While consumers acknowledged the wealth of information available on social media platforms, concerns regarding the credibility and authenticity of the content emerged. Participants emphasized the importance of user-generated content, such as reviews and recommendations, in evaluating the authenticity of tourist sites. Positive reviews instilled confidence in their choices, while negative feedback prompted reconsideration, highlighting the pivotal role of authenticity assessments in the decision-making process. “Details provided on social media, content, and evaluations by previous visitors helped me in evaluating the authenticity of tourist sites” (Participant C4, interview transcript, 2024).

4.2. Touristic Businesses Perspectives

4.2.1. Business Details and Operations

The interviews with tourism businesses shed light on the diverse landscape of hospitality establishments in Kosovo. Across the interviews, the role of managers emerged as central, indicating the responsibility of leadership in overseeing the operations of restaurants and hotels. Moreover, the duration of these operations varied significantly, ranging from newly established ventures to seasoned players with over two decades of experience, showcasing a mix of industry entrants. Employee counts fluctuated as well, with some establishments employing a minimum of five staff members while others required over thirty during peak seasons, underscoring the varying scales of operations. Geographically, these businesses operated across Kosovo, with a presence in major cities like Pristina, Prizren, Ferizaj, Peja, and Kaqanik, highlighting a diverse geographic reach. Furthermore, the clientele served by these establishments was broad, encompassing families, middle-aged individuals, international tourists, and those seeking specific event services such as weddings or business meetings. While some businesses were affiliated with tourism associations, others expressed an intent to join, indicating a collective interest in industry collaboration and representation.

4.2.2. Marketing Strategies

A notable trend among tourism businesses was the shift away from traditional marketing methods towards digital platforms. Traditional methods like distributing brochures or radio and TV promotions were deemed outdated and less effective compared to digital channels like Facebook and Instagram. “Traditional marketing was effective in the past, but now, due to higher costs, digital marketing on social networks is more prominent” (Participant B2, interview transcript, 2024). “While traditional marketing served its purpose in the past, the current trend leans heavily toward digital marketing” (Participant B4, interview transcript, 2024).

This shift was attributed to the wider reach, immediacy, and cost-effectiveness of digital marketing, especially in reaching younger audiences. Businesses had been embracing digital marketing initiatives for approximately five to ten years, focusing on showcasing offerings through visual content like images and videos on social media platforms. Strategies revolved around seasonal promotions, highlighting unique aspects such as traditional foods, and leveraging events like Ramadan to attract consumers’ interest. Metrics such as views, likes, comments, and consumer engagement on digital platforms were used to measure success, indicating a data-driven approach to evaluating marketing efforts. “With the majority of consumers now actively using social media platforms, it’s essential for businesses to meet them where they are and deliver relevant, visually compelling content to capture their attention” (Participant B8, interview transcript, 2024).

4.2.3. Advantages and Disadvantages of Digital Marketing

Respondents appreciated the rapid information dissemination and broad user coverage offered by digital marketing. However, concerns were raised about inconsistencies between promotional content and actual customer experiences. Despite these challenges, most businesses did not report significant hurdles in implementing digital marketing strategies. Transparency and the alignment between media representation and business reality were emphasized as being important to mitigate potential customer dissatisfaction. “Digital marketing offers us broad user coverage, cost-effectiveness, and rapid information dissemination” (Participant B3, interview transcript, 2024). “The advantage lies in informing customers immediately; however, it lacks the direct experience of food and the restaurant’s ambiance” (Participant B9, interview transcript, 2024).

4.2.4. Targeting and Engagement

Digital marketing allowed for businesses to tailor promotional messages to better align with customer preferences and effectively cater to their needs. Platforms like Instagram and Facebook were utilized to target specific audiences, run sponsorships, offer deals, and showcase services. Social media played a significant role in introducing businesses to broader audiences, including customers in the diaspora, ultimately resulting in increased visits and financial growth. “Digital marketing allows us to cater to the tastes and preferences of our regular customers” (Participant B7, interview transcript, 2024). “Social media introduces our restaurant to customers in the diaspora, resulting in increased visits and financial growth” (Participant B10, interview transcript, 2024).

4.2.5. Effect on Business Performance

The impact of digital marketing on business performance was evident from increased bookings, revenue, and customer visits. Particularly during specific occasions like Ramadan, Christmas, or New Year’s, the efforts of digital marketing significantly influenced customer behavior, attracting repeat customers and special menu requests. Resource allocation favored digital marketing due to its efficiency in information distribution, its speed, and its wider audience appeal compared to traditional methods. “Digital marketing significantly influenced bookings, especially during Ramadan, Christmas, New Year’s and social events, attracting repeat customers and special menu requests” (Participant B10, interview transcript, 2024). “Effective digital marketing that attracts customers is a pivotal factor” (Participant B6, interview transcript, 2024). Overall, while digital marketing offered numerous advantages for tourism businesses, maintaining a balance between its benefits and potential challenges was crucial to align digital representations with actual customer experiences and to ensure sustained business growth.

4.3. Tourism IEs

4.3.1. Expertise and Experience

The interviewed IEs bring extensive experience and insights to the study, with their tenure in the tourism sector ranging from eight to sixteen years. They specialized in various domains, including leadership roles within tourism organizations and contributions to tourism strategies across different regions in Kosovo. IE 1, with over eight years in the tourism industry, specializes in rural tourism and cultural heritage, is affiliated with the Guideks Association and serves as a university professor of tourism (interview transcript, 2024). IE 2 has more than sixteen years of experience in the tourism industry and specializes in the Mirusha region. They also serve as the Chairman of the Hotel Chamber of Kosovo (interview transcript, 2024). IE 3 has over eight years of experience in the tourism industry and specializes in the Sharr mountains and Kamenica region. They are also a member of the Guideks Association and a university professor in the tourism field (interview transcript, 2024). IE 4, with over ten years of experience in tourism management, focuses on sustainable tourism practices, leading initiatives in eco-tourism development and cultural preservation. IE 5 has over six years of experience in tourism, specializing in heritage tourism and historical preservation. They have led projects promoting cultural tourism and engaging communities in tourism development and are affiliated with the National Museum of Kosovo (interview transcript, 024). All IEs demonstrated their commitment to professional engagement through research, publication, and practical initiatives aimed at enhancing tourism, including digital marketing dynamics, leadership roles in the Ministry of Tourism, and community-based tourism initiatives.

4.3.2. Impact of Digital Marketing on Sustainable Tourism Development

All IEs collectively recognize digital marketing as pivotal for tourism growth, attributing its transformative impact to the emergence of hotel facilities, development in mountainous areas, and increased attention to specific regions. IE 1 emphasizes the inconceivability of tourism without digital marketing in today’s landscape, while IE 2 highlights the popularity gained by media-promoted destinations like Brezovica, Boga, and Rugova (Interview transcript, 2024). IE 5 emphasizes the role of digital marketing in distinguishing businesses in a competitive market, underscoring its significance for economic development (interview transcript, 2024). “Today, tourism without the presence of digital marketing is unimaginable. The emergence of hotel facilities and the continual development of these regions are largely attributed to the influence of digital marketing. Digital marketing significantly impacts approximately 80% of tourism development” (Participant IE1, interview transcript, 2024). Moreover, Participant IE2 stated: “Presently, tourism’s evolution is inseparable from digital marketing. Media-promoted places like Brezovica, Boga, and Rugova in our country gained popularity. Digital marketing significantly influences economic, cultural, and social aspects by facilitating real-time information transfer.” This is further supported by Participant IE5, who emphasized: “Businesses embracing digital marketing strategies achieve greater success and distinguish themselves in the competitive market. Digital marketing significantly influences economic, cultural, and social aspects by reshaping our perception of the environment, events, and business strategies”.

In addition to its economic impact, the IEs emphasized digital marketing’s potential role in promoting sustainable tourism by raising awareness of eco-friendly travel options and directing tourists to lesser-known or environmentally sensitive destinations. This can help reduce the pressure on over-visited areas while encouraging balanced growth in rural and developing regions. “Digital marketing holds tremendous potential for promoting sustainable tourism by highlighting eco-friendly travel options and steering tourists toward lesser-known destinations. By doing so, we can ease the burden on overcrowded areas while simultaneously fostering tourism growth in rural and environmentally sensitive regions, ensuring more balanced and sustainable development across the country”. (Participant IE4, interview transcript, 2024).

4.3.3. Digital Marketing and Collaboration

The role of digital marketing in attracting investments and fostering collaboration among stakeholders was unanimously recognized by the IEs. IE 4 stresses its vital role in attracting investments that are necessary for tourism development, while IE 2 underscores its ability to enhance cooperation between companies and customers, ultimately driving economic growth. Similarly, IE 3 highlights how digital marketing substantially reduces waiting times for service or information, facilitating seamless interactions between stakeholders (interview transcript, 2024). “Digital marketing plays a vital role in attracting investments and partnerships necessary for sustainable tourism development and has substantially enhanced collaboration between companies engaged in tourism activities” (Participant IE4, interview transcript, 2024). “Digitization demonstrates our country’s seriousness, attracting foreign partners and investments. It enhances cooperation between companies and customers, benefiting all involved in this scope of activity” (Participant IE2, interview transcript, 2024). “Digital marketing assumes a pivotal role in attracting both local and international investments. It substantially reduces waiting times for service or information by allowing online reservations, research, and exploration of various destinations” (Participant IE3, interview transcript, 2024). “Collaboration between public and private stakeholders, facilitated by digital platforms, is key to sustainable tourism. National policies should promote partnerships by funding training programs and public–private marketing initiatives, ensuring that all businesses benefit”. (Participant IE1, interview transcript, 2024).

4.3.4. Challenges and Disparities

Challenges and disparities in access to digital marketing resources emerged as pertinent concerns raised by the IEs. They identified disparities between enterprises operating in developing and developed countries regarding access to resources for digital marketing activities. IE 1 emphasizes the swift transformations witnessed in the industry, particularly during the pandemic, while IE 5 highlights the absence of a national tourism agency, hampering promotional efforts compared to neighboring countries (Interview transcript, 2024). “The landscape of competition within the tourism industry has rapidly transformed. There exists a significant disparity between enterprises operating in developing countries and those in developed countries regarding access to resources for digital marketing activities” (Participant IE1, interview transcript, 2024). “The absence of a national tourism agency hampers our promotional efforts compared to our neighbors who prioritize digitization. Imbalances exist depending on location and development conditions” (Participant IE5, interview transcript, 2024). “The industry underwent swift transformations during the pandemic. Larger businesses wield power in the market, potentially overshadowing smaller enterprises” (Participant IE3, interview transcript, 2024). “To bridge the gap between large and small tourism enterprises, national policies must include targeted financial assistance and technical support for small-medium enterprises (SMEs). Investing in digital marketing literacy and infrastructure in rural areas is essential for sustainable growth” (Participant IE2, interview transcript, 2024).

4.3.5. Risks and Negative Impacts

The IEs expressed apprehension about over-reliance on digital marketing, citing potential risks such as disadvantaging smaller enterprises and creating imbalances within the industry. IE1 underscores the risk associated with larger enterprises benefiting more from state support, potentially overshadowing smaller players. Meanwhile, IE 3 and IE 5 both draw attention to the importance of substantial state investments in infrastructure to mitigate associated risks and ensure sustainable tourism development (interview transcript, 2024). “Over-reliance on digital marketing, while advantageous for larger enterprises, can disadvantage smaller and medium-sized ones” (Participant IE1, interview transcript, 2024). “A lack of substantial state investments in infrastructure like roads, electricity, and water supply poses a risk for sustainable tourism development” (Participant IE3, interview transcript, 2024). “Without adequate support from the government in improving roads, electricity, and water supply, smaller businesses may struggle to compete effectively and provide a seamless experience for tourists” (Participant IE5, interview transcript, 2024). “Ensuring that smaller enterprises can compete with larger companies requires government intervention through strategic investment in infrastructure and marketing support. Policies promoting equitable access to resources will enable sustainable tourism development and balanced growth” (Participant IE4, interview transcript, 2024).

The synthesis of insights from the tourism IE underscores the indispensable role of digital marketing in Kosovo’s tourism industry. While acknowledging its transformative potential, concerns regarding disparities in access, potential risks, and the challenges posed by over-reliance highlight the need for equitable support mechanisms and strategic approaches to foster balanced growth and collaboration within the sector.

5. Discussion

The first objective of this research was to provide insights into the role of digital marketing from the perspective of consumers in Kosovo’s tourism industry. Given the first objective, we found that there is a significant influence of digital marketing on the identification of tourist destinations in Kosovo. In terms of digital engagement and discovery our results underscore the central role of social media platforms, particularly Facebook, Instagram, and TikTok, in facilitating digital engagement and discovery among consumers. Participants in our study expressed a strong reliance on these platforms for gathering information and exploring tourist destinations, emphasizing the visual and interactive nature of the content as influential factors shaping travelers’ preferences. When it comes to the influence of digital marketing channels, Facebook and Instagram were identified as the most influential digital marketing channels, leveraging their extensive user base and captivating content to attract consumers’ attention to specific destinations. Sponsored posts and promotions on these platforms effectively influenced travelers’ interests and decision-making processes, illustrating the effectiveness of strategic digital marketing initiatives. In terms of the effectiveness of digital marketing, our findings illustrate instances in which digital marketing initiatives successfully enticed consumers to explore particular destinations, contributing to the diversification of tourism in the region. The engaging promotions and special offers showcased on social media platforms played a pivotal role in shaping consumers’ travel decisions, reflecting the effectiveness of digital marketing strategies. Furthermore, consumers emphasized the importance of user-generated content in evaluating the authenticity of tourist sites. Concerns about misinformation and the credibility of the content on social media platforms highlight the need for transparent and reliable sources of information in digital marketing campaigns. While digital marketing presents numerous benefits, consumers identified challenges associated with misinformation and the lack of direct communication with knowledgeable individuals about tourist destinations. In the context of the existing literature, these results were consistent with the previous empirical findings, which suggest that digital marketing plays a pivotal role in the identification of tourist destinations (Amaro & Duarte, 2017; Bigne et al., 2018; Dieck et al., 2018; Leung et al., 2013; McCarthy et al., 2010; Sigala et al., 2012; Xiang & Pan, 2011; Zeng, 2013).

Our second objective was to analyze the impact of digital marketing on the promotion of tourist destinations in Kosovo from the perspective of tourism businesses. Our findings underscore the shift away from traditional marketing methods towards digital platforms among tourism businesses in Kosovo, aligning with the broader trend observed in the tourism industry worldwide. Tourism businesses in Kosovo are increasingly embracing digital marketing channels such as Facebook and Instagram, recognizing their wider reach, immediacy, and cost-effectiveness compared to traditional methods. This transition reflects the evolution of promotional strategies in response to changing consumer behaviors and technological advancements. Furthermore, our findings demonstrate the effectiveness of digital marketing initiatives in attracting tourists’ attention to specific destinations and influencing their decision-making processes. Businesses leverage visual content on social media platforms to showcase offerings, run seasonal promotions, and highlight unique aspects of their destinations, resulting in increased bookings, revenue, and customer visits. However, when comparing our findings with other regions, distinct differences emerge in the structural, financial, and institutional factors influencing digital marketing effectiveness. Research from Western European countries highlights that digital marketing strategies are often supported by a well-developed infrastructure, extensive financial resources, and established national tourism agencies, which ensure coordinated promotional campaigns (Ndou et al., 2023). In contrast, our findings reveal that Kosovo faces significant institutional and financial constraints, with the absence of a National Tourism Agency affecting the coherence of marketing initiatives. Similar challenges have been noted in other Balkan countries, where the fragmented governance and limited financial support hinder the effectiveness of digital marketing (Porfido, 2020). While some Balkan countries, such as Croatia and Greece, have implemented structured tourism-promotion strategies leveraging digital marketing, Kosovo’s tourism industry remains at a relatively early stage of digital transformation. While digital marketing offers numerous advantages for tourism businesses, concerns about inconsistencies between the promotional content and actual consumer experiences were raised by participants. Transparency and an alignment between the media representation and business reality emerged as crucial considerations for mitigating potential customer dissatisfaction. Despite these challenges, most businesses did not report significant hurdles in implementing digital marketing strategies. In terms of targeting and engagement, digital marketing enables businesses to tailor promotional messages to gain a deeper understanding of customer preferences and effectively cater to their needs. Platforms like Instagram and Facebook are utilized to target specific audiences, offer deals, and showcase services, ultimately resulting in increased visits and financial growth. Our findings align with studies from the Western Balkans region, where social media platforms, particularly Facebook and Instagram, are crucial tools for tourism promotion (Ndou et al., 2023). However, while Western European businesses employ personalized, data-driven marketing techniques, supported by advanced analytics and AI-driven automation (Szolnoki et al., 2022; Krabokoukis, 2025; Magoutas et al., 2024), Kosovo’s tourism sector primarily relies on organic content strategies due to financial limitations. The limited use of advanced analytics, influencer collaborations, and paid digital advertising suggests a gap in the digital marketing sophistication of Kosovo’s tourism businesses compared to their Western European counterparts. Moreover, a comparison with European countries highlights significant differences in the integration of digital marketing into sustainable tourism. European countries actively integrate digital marketing into sustainability policies, leveraging digitalization to promote eco-tourism, rural tourism, and heritage conservation (Săseanu et al., 2020). Conversely, Kosovo lacks structured policies that effectively link digital marketing with sustainability goals, indicating an area for future policy development. The impact of digital marketing on business performance was evident from the increased bookings, revenue, and customer visits, particularly during specific occasions like Ramadan or Christmas. Resource allocation favored digital marketing due to its efficiency in information distribution, speed, and wider audience appeal compared to traditional methods. In the context of the existing literature, these results align with the previous empirical findings, which suggest that digital marketing plays a pivotal role in the promotion of tourism businesses (Buhalis & Mamalakis, 2015; Dominici, 2009; Cho & Lee, 2018; Lee & Cho, 2019; Sotiriadis & van Zyl, 2013; Sakas & Reklitis, 2021).

Our third objective was to analyze the impact of digital marketing on tourism development from the perspective of IEs in the Kosovo tourism industry. The insights gathered from the IE participants underscore the pivotal role of digital marketing in driving tourism development. The expertise and experience of IEs underscore their profound understanding of Kosovo’s diverse destinations, emphasizing the importance of local knowledge in leveraging digital marketing opportunities. Our findings support the transformative impact of digital marketing on tourism growth. This highlights the crucial role of digital marketing in enhancing brand recognition and attracting investments for tourism development. Additionally, our findings reveal that digital marketing plays a significant role in promoting sustainable tourism by encouraging travelers to visit under-visited or rural destinations, reducing the environmental and social pressures on popular areas. By showcasing eco-friendly travel options and lesser-known attractions, digital platforms can contribute to a more balanced distribution of tourism activities, aligning with long-term sustainability goals. Our findings suggest that digital marketing not only facilitates destination promotion but also contributes to sustainable tourism development. Several participants highlighted the role of online campaigns in promoting lesser-known destinations, such as rural and eco-tourism sites in Kosovo. This aligns with broader sustainable tourism goals, as diverting visitors from over-touristed areas helps distribute the economic benefits while mitigating environmental degradation (UNWTO, 2015). Additionally, digital platforms enable the dissemination of responsible travel messages, encouraging environmentally conscious behaviors, such as reducing waste, respecting cultural heritage, and choosing sustainable accommodations (Gössling & Hall, 2019). Despite the positive impact of digital marketing, our findings highlight significant structural challenges within Kosovo’s tourism governance system. The absence of a National Tourism Agency was frequently cited as a major limitation, leading to fragmented coordination between different institutions responsible for tourism development. Participants noted that this lack of centralized governance affects digital marketing initiatives, as there is no unified strategy for branding and promoting Kosovo as a competitive tourist destination. This aligns with previous research emphasizing the importance of institutional coordination in national tourism promotion (KSA, 2025; Berlin Economics, 2023). Additionally, while the recent National Tourism Strategy (2023–2030) and the Action Plan 2024–2026 aim to enhance marketing efforts and infrastructure, the limited financial resources remain a significant constraint. With a budget of only EUR 27 million for the 2023–2025 period, Kosovo’s investment in tourism remains significantly lower compared to its regional competitors, raising concerns about the sustainability of digital marketing campaigns (MIET, 2024). Addressing these governance and financial challenges through strategic public–private partnerships and policy interventions would enhance the effectiveness of digital marketing in Kosovo’s tourism sector. Our findings also emphasize that sustainable development can be achieved through strategic investments in critical infrastructure, such as roads, electricity, and water supply, particularly in rural areas. This infrastructure development, coupled with digital marketing, would enable remote and lesser-known destinations to attract tourists while promoting sustainable tourism practices. Overall, our findings provide valuable insights into the influence of digital marketing on the development of the tourism industry in Kosovo, highlighting the opportunities and challenges inherent in leveraging digital platforms to advertise destinations and engage with potential visitors. The alignment between our findings and the existing literature underscores the importance of digital marketing in driving tourism growth and fostering sustainable development in Kosovo’s tourism industry (Alalwan, 2018; Christov et al., 2020; Kim et al., 2017; Labanauskaitė et al., 2020).

6. Conclusions

In this study, we aimed to investigate the role of digital marketing in Kosovo’s tourism industry from multiple perspectives, including consumers, tourism businesses, and IEs. Through our analysis, we successfully achieved the objectives and addressed the research questions set forth in our research. Our findings provide comprehensive insights into the influence of digital marketing on the identification of tourist destinations, the promotion of tourism businesses, and the overall development of tourism in Kosovo.

To present a more integrative conclusion,

Table 5. Summary of key findings across stakeholder groups.

Stakeholder Group	Main Insights	Challenges	Opportunities
Consumers	Significant influence of social media (Facebook, Instagram, TikTok) on destination discovery and preferences. Importance of user-generated content for authenticity.	Misinformation and credibility issues. Lack of direct communication with knowledgeable individuals.	Use of visual and interactive content to engage users. Engaging promotions and special offers to influence travel decisions.
Tourism Businesses	Shift from traditional to digital marketing. Effective use of social media for promotions and seasonal offers. Increased bookings, revenue, and customer visits.	Inconsistencies between promotional content and actual experiences. Transparency and alignment issues.	Targeted marketing messages. Resource allocation favoring digital marketing. Use of visual content to showcase offerings.
Industry Experts	Digital marketing drives tourism development. Enhances brand recognition and attracts investments. Importance of local knowledge and collaboration. Helps promote sustainable tourism by showcasing eco-friendly travel options and under-visited destinations	Disparities in access to digital marketing resources. Lack of a national tourism agency. Need for strategic investments in infrastructure. Limited access to marketing tools and infrastructure in rural areas restricts their ability to benefit from digital platforms.	Leverage digital marketing for balanced growth. Foster collaboration among stakeholders. Strategic investments to ensure sustainable tourism development. Implement policy measures, including the creation of a national tourism agency, public–private partnerships, and financial support for SMEs.

Source: Authors’ own elaboration.

depicts a comparison of the key findings across the three stakeholder groups, highlighting the main insights, challenges, and opportunities identified in this study.

This study contributes to the existing literature on digital marketing and tourism by offering new empirical evidence specific to the context of Kosovo. By synthesizing insights from consumers, businesses, and IEs, we enhance the understanding of the role of digital marketing channels such as Facebook, Instagram, and TikTok in shaping travelers’ preferences and influencing tourism development. These findings align with previous research that emphasizes the importance of digital platforms in increasing destination visibility, facilitating consumer engagement, and fostering economic growth in tourism sectors worldwide (Ndou et al., 2023; Szolnoki et al., 2022).

From a sustainability perspective, digital marketing can be leveraged to promote responsible tourism practices by directing tourists toward under-visited or environmentally sensitive destinations, helping to balance tourism flows and protect over-visited areas. Furthermore, sustainability-focused marketing campaigns can increase awareness of eco-friendly tourism options and local initiatives. From a policy perspective, the lack of a centralized national tourism agency in Kosovo has been identified as a key challenge, resulting in fragmented branding efforts and inconsistent promotional strategies. Coordinated government policies and structured marketing campaigns are essential to addressing this gap and enhancing Kosovo’s competitiveness in the regional and international tourism market. To support this, national tourism agencies and policymakers should develop strategic frameworks that facilitate the adoption of digital marketing practices among smaller businesses through financial support, training programs, and public–private collaborations. Additionally, policies that integrate sustainability goals into digital marketing strategies can help drive long-term tourism growth while minimizing the environmental and cultural impacts. From the practical perspective, our findings have valuable implications for stakeholders involved in Kosovo’s tourism industry. Consumers can make informed decisions by engaging with authentic and credible content on social media platforms. Tourism businesses can leverage digital marketing platforms not only to enhance their visibility and attract customers but also to improve transparency in promotional efforts, ensuring that the advertised experiences align with actual visitor experiences. IEs can utilize digital marketing strategies to drive tourism development, foster collaboration, and attract investments.

While this study offers valuable insights, it is important to acknowledge its limitations. The research focused solely on the perspectives within Kosovo’s tourism industry, limiting its generalizability to other contexts. Additionally, the study’s reliance on self-reported data from participants may introduce biases or inaccuracies. Future research could address these limitations by incorporating a more diverse sample and employing mixed-method approaches for data collection and analysis.

Based on the identified limitations, we recommend that future research explore the long-term effects of digital marketing strategies on tourism sustainability and economic development in Kosovo. Investigating the role of emerging technologies such as virtual reality and augmented reality in enhancing the effectiveness of digital marketing could also provide valuable insights. Furthermore, comparative studies across different regions or countries could elucidate variations in digital marketing practices and their implications for tourism outcomes.