The purpose of it is to attract a potential customer by sending information, advertising via email. E-mail marketing and advertising in newsletters are two main forms of this type of promotion. The first one is based on the user receiving an email directly in their mailbox. Such messages are usually created by a specialist, like a copywriter, who uses a lot of graphics to bring attention to it. The latter one offers emails that are voluntary, meaning that the person receiving them needs to subscribe in order to make it happen. That also gives more control to the viewer as to what type of ads they would like to receive.
In the tourism promotion we can also give recognition to modern forms of promotions that have increased thanks to advance of technology. As well as that, the availability of almost identical offers for consumers forced the market to put their attention in a different direction. As a result the new approaches like neuromarketing and social media were created. In the current world, everyone is influenced by the internet and its innovations. Social media is a creation spreaded all over the globe, with millions of people using it every single day. Because of this a new sector of promotion, called digital marketing arised and brought a new weave of advertising services and goods. Social media is not only limited to social networking sites like Facebook, it also appears in other apps and sites, that can be defied as Web 2.0. This includes socia media, blogs, discussion forums, chat rooms and blogs. Each one of them is used for different purposed, as blogs can promote it via multimedia content or posts in a form of a journal or diary with a possibility for viewers to comment. On top of that other forms of blogs exists such as audio blogs(based on audio recording) or videoblogs(based on video recording). Discussion forums and chat rooms are quite popular because of the fact that people that interact with the content can express their thoughts and opinions online and exchange them with others.
The remarkable advancements in internet technology have fueled the increasing prevalence of social media across various aspects of everyday life (Kaplan and Haenlein, 2010; Nouri et al., 2022). Social media has influenced massively society’s daily routines with a huge impact on how we form relations, communicate, promote goods, consume news, engage in commerce and more (Greenwood and Gopal, 2015; Kapoor et al., 2018). Social media encompasses a range of internet-based applications facilitating user interaction, content creation, and widespread personal communication (Carr and Hayes, 2015; Kaplan and Haenlein, 2010).
Social media’s influence extends significantly at both individual and organizational levels within contemporary society. With the rapid evolution of communication technologies, notably the internet and smartphones, social media has emerged as a pivotal tool in personal lifestyles and organizational operations (Berstrom & Backman, 2013). Widely recognized social networking sites like Facebook and Twitter have been harnessed for diverse purposes, with reports indicating that even adolescents as young as twelve maintain at least one social networking profile (Endres, 2013). Given the enduring prevalence of social networking platforms and their continued integration into daily life, ongoing research efforts are essential to understand and assess their societal impact.
Instagram, launched in 2010, stands as a leading platform for photo and video sharing, boasting over 1 billion monthly and 500 million daily active users (Hu et al., 2014; Dean, 2021). It is a social networking app, with the purpose of sharing photos and videos. Each Instagram user has a profile and a news feed, which can be edited up to the user’s needs and/or likings. Photos and videos can be displayed on the profile as a post or as a story (the latter one is display up to 24h after the initial submission). Like with the other social media apps, there is a possibility to interact with other users in different ways such as: following them, being followed by them, commenting, private messaging or calling through the private chats/groups. There is also a possibility to save the photos you see and like and categorize them in folders.
The main purpose of Instagram is to share and explore photos or videos that fall into an individual’s likings. Every profile has their “Followers”, meaning people who follow the account and “Following” which shows the list of accounts that the said profile follows. (Moreau, E. (2018). What is Instagram, anyway. Here’s what Instagram is all about and how people are using it [online].)
On another note, by connecting physical and digital realms, Instagram enhances online presence and identity, and allows more effective interaction not only for personal reasons, but also for business purposes (Abbott et al., 2013). Since it performs like a social media channel where individuals, companies, vendors and interest groups can easily join in, photos or pictures which are uploaded from any of them can be posted again, thus speeding up dissemination of information (Chante et al., 2014). Consequently, many traditional offline organizations have slowly incorporated social networking services into their businesses in order to reach and communicate with their actual and potential consumers more efficiently. Additionally, Instagram has also been found useful in other fields, such as academia (Salomon, 2013), and medical industry (Chante et al., 2014).
ADVANTAGES AND DISADVANTAGES
The evolution of information and communication technologies has revolutionized consumer behavior, offering numerous benefits such as efficiency, convenience, access to rich information, a wider array of products and services, competitive pricing, cost reduction, and product variety (Bayo-Moriones & Lopez, 2007). Moreover, social networks have become instrumental not only for consumers but also for entrepreneurs and companies, providing avenues for publishing, online sales, market research, customer support, brand building, communication between consumers, marketing, and supply (Ainscough and Luckett, 1996; Whitla, 2009). Social networks also serve as effective sales channels, fostering ease of use, knowledge enhancement, and the promotion of internal and external company relations (Kondupoulos, 2011; Tiago & Verissimo, 2014). Many authors highlight various forms of advertising on social networks, ranging from paid options like banners and sponsored links to free alternatives such as profiles on Facebook, Twitter, Instagram, participation in forums, or posting videos on YouTube (Tomše & Snoj, 2014, p. 135). Despite the advantages, some drawbacks of utilizing social networks exist, albeit minor compared to the benefits they offer. Limited research on the disadvantages is often attributed to the novelty of social networks as a significant advertising medium and challenges in coordinating global data collection (Okazaki & Taylor, 2013, p. 57). Challenges include time management, effort, and knowledge required for online communication, negative feedback, lack of control over user responses, difficulty in selecting suitable networks, and perceptions of intrusiveness and aggressiveness in marketing communication (Zimmerman & Sahlin, 2010, p. 11; Tomše & Snoj, 2014, p. 135). Transitioning to Instagram for marketing purposes presents its own set of challenges and opportunities. Establishing a robust Instagram presence requires consistent activity and integration with the company’s social media accounts and website (Safko, 2012). Engaging Instagram followers effectively involves various strategies such as customer-centric posts, employee-centric content, hosting contests, and showcasing products, services, or locations (Hemley, 2013). The advantages of leveraging Instagram for brand building include its global reach, potential for viral marketing, high visibility of posts, increased engagement levels, targeted audience reach, and emotional connections fostered through visual content (Herman, 2019). However, marketing specialists must also acknowledge the platform’s limitations, including technological constraints, copyright issues, the existence of fake accounts, and concerns over social media addiction (Barot, 2019). Adhering to legal and ethical standards while maximizing the platform’s potential is crucial for effective and responsible utilization of Instagram in business promotion and brand building efforts.
The Pandorga FestivalPandorga is a traditional festival celebrated in Ciudad Real, a city located in Castilla-La Mancha, Spain. It typically takes place on July 31st and 30th, right in the middle of summer.
The festival is well known to people living in the region of Castilla-La Mancha, with thousands of people coming to the event to enjoy a day filled with music, dancing and other types of entertainment.
One of the highlights of Pandorga is the traditional costumes worn by participants, known as the «pandorgo” and Manchego attires. These clothes are typical for the regional history and bring a bit of traditional, colorful twist to the celebration.
One of the central rituals of Pandorga is the offering of the Pandorga’s bread, which symbolizes abundance and prosperity. This bread is blessed by the local priest and then distributed among the participants as a token of good luck.
Origins
The origins of Pandorga can be traced back to medieval times when Ciudad Real was primarily an agricultural community. The idea came up when farmers and peasants decided to give thanks for a fruitful harvest to their patron – Virgen del Prado. Since then the festival became a tradition and a turist attraction.
Celebration process
La Pandorga usually starts on the evening of August 30th with a contest of limoná, which is a drink made out of white wine and lemon. Even though the original drink is made with alcohol, there is usually a non-alcoholic version also provided, so that participants of all ages could enjoy the fresh drink. On the following day, August 31st, in the morning, the festive is kicked off with a parade. Procession to the Church of Santiago follows to officially mark the beginning of Pandorga. It is a very important part of the event, as it is when the Pandorga’s bread is blessed. The procession is led by religious figures and people attend it dressed in their colorful traditional outfits. The Pan de Pandorga, a large loaf of bread adorned with ribbons and flowers, is presented as a symbol of abundance and prosperity. Once blessed, it is splitted among the audience to share as a symbol of good luck. After the religious ceremony, the party continues on the streets of Ciudad Real. With music, dancing and other festivities, there are endless possibilities to discover and enjoy each part of this colorful celebration. The air fills with live music delivered by bands, orchestras and different artists and entertainers.
The celebration process during the Pandorga festival is an extraordinary event that brings together the community to honor tradition, culture, and the spirit of togetherness. It’s a perfect time to create cherished memories with friends and loved ones.
