Enhancing Coastal and Maritime Tourism through KPI-DrivenStrategies

The burgeoning significance of coastal and maritime tourism to the globaleconomy necessitates an innovative approach to marketing and operationsmanagement, particularly in the context of digital transformation andenvironmental sustainability. This paper presents a comprehensiveinvestigation into the application and impact of Key Performance Indicators(KPIs) in enhancing the strategic management of coastal and maritimetourism destinations. Through a mixed-methods research design,incorporating both quantitative and qualitative analyses, the study examinesthe role of KPIs in optimizing marketing strategies, promotingenvironmental sustainability, and fostering community engagement.Findings reveal that specific KPIs related to guest satisfaction, digitalengagement, and environmental performance are pivotal in drivingmarketing efficiency, operational excellence, and sustainable tourismpractices. Case studies from diverse geographical regions underscore theadaptability and effectiveness of KPI-driven strategies across differentmarket conditions and tourism models. The study contributes to thetheoretical discourse on tourism marketing and management by integratingdigital innovation with sustainability principles, offering actionable insightsfor practitioners aiming to achieve competitive advantage and sustainabilityin coastal and maritime tourism. The paper concludes with a call for theadoption of a comprehensive KPI framework, emphasizing the critical roleof data-driven decision-making in navigating the complexities of themodern tourism landscape.

کلیدواژه ها:

Coastal Tourism ، Maritime Tourism ، Key Performance Indicators ، DigitalTransformation ، Environmental Sustainability.