Abstract
The chapter aims to demonstrate the growing importance of the concept of 'digital detox' as a segment of the tourism market to indicate the reasons and factors that encourage its demand, the diversity of establishments, the strategies employed by them, the limits, facilitating the adaptation to market conditions, and assisting in the development of marketing strategies that respond to customer needs. Through a content analysis of some research papers from the last 10 years and websites, as well as an interview with the founder from one of the establishments specialized in “disconnection with technologies” experiences, the “Offline House,” this study presents inputs on marketing (digital), tourism (niches), and consumer behavior.
Top1. Introduction
Technological evolution has introduced a new communication paradigm, as well as changing the way people relate to each other (Saprikis, 2018). The implementation of New Information and Communication Technologies (ICT) is a given in today's society, with a constant connection to them. While digital technologies and digital devices have made our lives more convenient and efficient, they are associated with physical, mental, and social problems. In response to this, people desire to temporarily ditch their digital devices and refrain from the always-wired world when holidaying (Jiang & Balaji, 2021). Contact with a smartphone or a computer is uninterrupted, as they are crucial tools for the development of any work activity, as well as means of communication present in the personal and daily lives of users. However, this inseparability may be of little benefit. Given this new scenario, the concept of Digital Detox emerges, which aims to provide tools that help control the consumption of technological and communication means. This is directed, primarily, to people who show any trace of addiction, concerning their mobile devices. Knowing market trends and being aware of changes in consumer needs is of fundamental importance for the creation and development of products and packages related to disconnected tourism (Pawłowska-Legwand & Matoga, 2020). We intend to demonstrate the growing importance of this new concept, indicate the reasons and factors that encourage its demand, the diversity of establishments, the strategies employed by it, the limits, facilitate adaptation to market conditions, and assist in the development of marketing strategies that respond to customer needs. This knowledge and awareness can facilitate flexible adaptation to market conditions and can help to design marketing strategies that respond to customer needs, based on available resources or service sets, and within the new context (Pawłowska-Legwand & Matoga, 2020).
Key Terms in this Chapter
Consumer Behavior Online: The study of individuals, groups, or organizations and all the activities associated with the purchase, use and disposal of goods and services, including the consumer’s emotional, mental, and behavioral responses that precede or follow these activities in the online environment.
Social media: Social media are interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks.
Online Relationship: Is an integrative and multidimensional concept, such as relationship quality in an offline context.
Social Networks: Is a social structure composed of persons or organizations, connected by one or several types of relationships, which share common values and goals.
Digital Marketing: Is the marketing of products or services using digital technologies, mainly on the internet, but also including mobile phones, display advertising, and any other digital medium.
E-Satisfaction: The contentment of a consumer with respect to his or her prior purchasing experiences with a given retail-oriented website.