ON TIME BUSINESS MANAGEMENT A+ WORK, ON TIME, NO PLAGARIZING; ON TIME

International Entrepreneurship and Management Journal (2023) 19:691–708 https://doi.org/10.1007/s11365-023-00843-8

Abstract Globalization and the changes in the technological and social industries have fa- cilitated international mobility in such a way that the distinctions between tourism and other forms of mobility closer to migration have practically become blurred. Improvements in digital communication have promoted people’s search for a bet- ter quality of life in terms of health, work, leisure, and other aspects. New forms of communication have started to gradually displace the more conventional media. In this context, private companies, entrepreneurs, and public entities have grown aware of the importance of digital communication to achieve a greater scope in their population attraction policies. In this context, the present study aims to iden- tify which digital communication strategies are used to generate interest and attrac- tion to the destination. In our Systematic Literature Review (SLR), we examine the relationship between the terms “lifestyle migration” and “digital communica- tion”, obtaining 294 articles found in Web of Science (WOS) and Scopus. After the analysis, we found 16 potential articles that were linked to the research objectives. The results of the methodology are classified according to the different digital com- munication actions identified, namely (i) Social Network Relationship; (ii) Digital Marketing, and (iii) Virtual Reality and Augmented Reality. Therefore, this this study contributes to link lifestyle migration and digital communication to destina- tion management offices, companies and entrepreneurs. The paper finishes with a discussion of theoretical and practical implications of research on digital commu- nication strategies in the field of long-stay tourism.

Keywords Lifestyle Migration · Digital Communication · Marketing · Residential mobilities · Lifestyle mobilities

Accepted: 28 January 2023 / Published online: 7 February 2023 © The Author(s), under exclusive licence to Springer Science+Business Media, LLC, part of Springer Nature 2023

Digital communication strategies used by private companies, entrepreneurs, and public entities to attract long-stay tourists: a review

Francisco Javier Lacarcel1  · Raquel Huete2

Extended author information available on the last page of the article

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Introduction

Recent advances in new technologies have improved and facilitated the exchange of information and knowledge through digital communication. New digital business models and user-generated content (UGC) allow users to interact with others freely and openly in digital environments (Clara et al., 2022; Preston et al., 2009). In this context, globalization and the changing technological and social sector have altered conventional thinking about tourism (Saura et al., 2021). Overall, the behavior of society when undertaking a trip has been a key factor in improving travelers’ access to tourism products and services, thus facilitating a possible long-stay destination (Thornburgh & Samuel, 2022; Cohen et al., 2015).

Considering these trends, many researchers have argued for the need to establish a new term that would bring together migration and tourism. One of the relevant ini- tiatives was the introduction of the term “lifestyle migration” that refers to people’s relocation to places that offer a better quality of life (Jover & Díaz-Parra, 2022; Ben- son & O’Reilly, 2009).

As argued by Mancinelli (2020), residential mobility scholars are aware of this process of decision and search for a new destination that offers people an increase in their quality of life. Using digital communication, companies can reach their target audience to present them the characteristics of a specific territory, as well as introduce products and services that can increase customers’ perceptions of quality in mobility (Aliffianto & Andrianto, 2022; Maizaud, 2022).

In this paradigm, business communication can play a fundamental role in the deci- sion-making process about the change of residence. Overall, as indicated by Wood and King (2001) and Cohen et al. (2015), the advancement of new technologies and the inclusion of new forms of digital communication based on innovation can pro- mote national and international residential mobility. In this ecosystem of change, public and private entities and entrepreneurs take advantage of digital opportunities to develop communication strategies so that to attract a greater number of people to enjoy personalized products and offers (Maizaud, 2022; Castilla-Polo et al., 2022).

However, previous research on communication strategies used in digital environ- ments, as well as different techniques used by entrepreneurs, companies, or destina- tion management offices to attract long-stay tourists remains scarce. To bridge this gap in the literature, the main aim of this study is to identify major digital commu- nication strategies developed to date in relation to the attraction of long-stay tourists based on a SLR.

The research question (RQ1) addressed in this study is: What are the most used digital communication strategies to attract long-stay tourists? The specific objectives of this study are as follows:

● To identify theoretical perspectives for the definition and identification of digital communication strategies to attract long-stay tourists;

● To explore new forms of digital communication adapted to online platforms; ● To create development indicators of the main digital communication techniques

to attract long-stay tourists;

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● To provide future guidelines to promote the adoption of digital communication strategies in the field of long-stay tourism by entrepreneurs, companies, or public entities.

To answer the research question and achieve the objectives outlined above, we follow Stieglitz et al. (2018) and Saura (2022) and develop a Systematic Literature Review (SLR). In the next section, we provide the theoretical framework for the concept of lifestyle migration, analyze how the decision process is compared to the search for a new destination to go to, and discuss the importance of digital communication strate- gies in the global migration paradigm. We then present the methodology used in the present study. This is followed by the results where different communication tech- niques identified are classified, categorized, and defined. The paper concludes with a discussion of theoretical and practical implications of our findings and conclusions.

Theoretical framework

Lifestyle migration: development and motivations

As argued by Huete (2009), there is no scholarly consensus on the distinctions between the terms “tourism” and “migration”. Accordingly, to differentiate these two concepts, there is a need to elaborate relevant statistical and legislative crite- ria. According to the definition proposed by the World Tourism Organization (the UNWTO), the concept of tourism should be understood as “social, cultural and eco- nomic phenomenon that involves the displacement of people to countries or places outside their usual environment for personal reasons, professional reasons, or busi- ness. These people are called travelers (who can be either tourists or excursionists; residents or non-residents), and tourism encompasses their activities, some of which involve tourism expenditure”.

Along with the terms “tourism” and “migration”, new terms have also been introduced, such as the concept of “residential tourism” that blends “tourist” and “resident” (Hannam et al., 2014; Sheller & Urry, 2004). Likewise, addressing the relationship between the temporal aspect and the form of physical mobility, Hall (2005) coined the term “tourism mobility”. Factors such as motivations of mobility, including consumption or production, underlie the trend of coinage of new terms in this area. Therefore, as argued by Cohen et al. (2015), different authors encounter this problem and decide to coin different terms according to the characteristics of each case.

One of the most frequently used concepts is that of “lifestyle migration” which is a broad term used to refer to migratory changes underpinned by multiple reasons. Several other terms, such as “residential migration” or “quality of life migration”, are also used to refer to such migratory changes (Huete & Mantecón, 2010; Cohen et al., 2015). The concept of lifestyle migration does not refer to a specific social group, but rather includes entrepreneurs, the active population, or retirees, among others (Huete et al., 2013). Further detail on this concept was aptly articulated by Benson and O’Reilly (2016) who wrote that: “[t]he use of the concept of lifestyle here is intended to indicate how the apparent ‘free choice’ to pursue a particular way

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of living through migration identified these migrations as central to identity-making projects, the migrants themselves distinct in their structural positioning as people who can approach migration as a form of consumption in contrast to the production orientation attributed to most other migration flows” (p. 24).

Decision process on changing Residence

The choice to leave for a new destination launches a process of reflection where uncertainty and doubt have a significant influence on decision making (Müller, 2004). This reflection includes thinking not only about the destination that is selected takes center stage, but also the way in which it is chosen (Cohen et al., 2015). Since changing the place of residence is a relevant choice that is rarely made spontaneously, information and factors that encourage mobility acquire crucial importance in the decision process (Müller, 2004; Taylor, 2012).

As noted by Hayes (2012), geographic mobility continues to be the responsibility of some fundamental rights that directly differentiate migrants based on the objec- tives with which they start on their trip. Therefore, the decision process related to migratory movements is related to various factors of attraction such as the climate, family or social relationships, labor terms, economic factors, as well as infrastructure or facilities and services, among many others (Huete, 2009).

In recent years, the processes of globalization, the emergence of new technolo- gies, as well as innovation and changing societies, have caused a change in the social paradigm, linked to a new perspective of analysis in terms of geographic mobility and decision making (Cohen et al., 2015).

In this ecosystem, as highlighted by Müller (2021), real estate agents, who are in charge of highlighting the opportunities of the destination in terms of service pro- vision, play a fundamental role in transmitting information to the target audience. Accordingly, real estate agents’ contributions, their marketing strategies, and brand identity become fundamental elements that influence their clients’ decisions (Janta & Lugosi, 2022).

In the present-day connected digital ecosystem, the UGC in social networks has promoted instant and global sharing of information, thus causing a greater reach of the destination in social, communication, and offer terms. Therefore, these channels are extensively used by entrepreneurs, companies, and public entities in digital mar- keting strategies to reach their target audience and influence their decision-making (Saura et al., 2021; Zhang & Su, 2020).

The importance of digital communication strategies in the migration paradigm

Representations of foreign countries through news, movies, entertainment, advertis- ing and personal experiences are main sources that encourage people to consider migrating in the future (Hamel, 2009), causing them to imagine the act of moving to another place in their own minds (Wood & King, 2001).

At the same time, the media, directly or indirectly, offer stereotypical information about developed countries as centers of wealth, comfort, well-being, opportunity,

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and development. Conversely, underdeveloped countries are presented as affected by poverty, as well as social and economic instability (Hargreaves & Mahdjoub, 2006).

According to Leurs and Smets (2018), today we line in the time of the transfor- mation of migration into a digitized process. Persistent digital divides have had a dramatic impact on migratory dynamics and caused a drastic and accelerated change for those migrants who travel in search of a better quality of life. At the same time, the development of information and communication technologies (ICT) has led to the development of new digital channels that enhance and complement more con- ventional media. Overall, the impacts generated through social networks, forums or blogs make the final decision to migrate to the chosen destination an easier option to take (Mancinelli, 2020; Sirkeci & Yucesahin, 2020).

In general, as argued by Morales et al. (2014), the growth in the use of new tech- nologies has led to an increase in the economic investment of public and private entities and entrepreneurs. This has driven the development of digital communication strategies that, through interactions and engagement, generate impulses in their target audience (Karegar et al., 2020).

In this digital ecosystem, companies should create digital communication strate- gies that meet short-, medium-, and long-term goals. The creation and development of digital marketing strategies becomes a fundamental strategy for entrepreneurs, private companies, and public entities to achieve specific objectives in relation to the promotion and communication of a new destination (Wang et al., 2020).

Central digital marketing strategies to attract customers looking for a new life destination include the creation of organic content, interactions with the community on social networks, paid campaigns on digital media with the use of mobile applica- tions, geomarketing activities, or the use of geolocation techniques and program- matic advertising (Boas, 2019).

Accordingly, there is currently an increase in the demand for professionals in this field, such as professional community managers, digital marketing specialists, or graphic designers (Saura et al., 2022). All these professionals can effectively pro- mote images in digital media, create a community, or generate sales opportunities to complement more conventional strategies.

Methodology

In the present study, an SLR was developed following the methodological process presented by Wang et al. (2020), Stieglitz et al. (2018), and Saura (2022). An SLR implies a thorough review of the emerging theoretical and practical problems identi- fied in the scientific literature (Kraus et al., 2020). This approach aims to improve understanding of a specific problem related to a specific topic or area. Consequently, an SLR encourages the identification of gaps in the literature and suggests other ways of covering problems and developing future research lines (Bem, 1995; Ribeiro- Navarrete et al., 2021).

In the first phase, following the structure proposed by Stieglitz et al. (2018) and Saura (2022), we identified the theoretical concepts related to the distinction between tourism and migration. In the second phase, the most relevant studies for the research were identified, and the results were prioritized and grouped according to the pro-

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posed objectives (Terjesen et al., 2009). Next, in the third phase, the search for poten- tial articles was performed in the Web Of Science and Scopus databases. In this same phase, the main contributions were analyzed based on their titles, abstracts, and key- words. Figure 1 shows the three stages.

Once the potential articles were identified through titles, abstracts, and keywords, following Moher et al. (2009) and Stieglitz et al. (2018), articles that did not contain relevant terms or did not belong to the appropriate categories were excluded (Palma- tier et al., 2017). Figure 2 represents the PRISMA diagram following the investiga- tions carried out by Van den Bosch and Sang (2017) and Saura et al. (2021). This diagram explains, step by step, the stages through which the methodology was car- ried out to extract articles potentially suitable for the development and justification of our research objectives.

In the first step of the SLR, a total of 294 studies were obtained. These papers were analyzed individually based on their titles, abstracts and keywords in search of terms and keywords that were not relevant for our objectives. In this filtering process, a total of 106 articles were eliminated (Saura et al., 2022). The remaining 188 articles

Fig. 1 Terms used in the literature survey search Source: The authors.

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were analyzed in depth in relation to the complete methodological process devel- oped in search of elements that indicated their suitability for the study. This resulted in choosing 90 articles. After the analysis of the objectives and hypotheses of the research and the relationship to the themes developed with the present study, a total of 16 articles were included in the final sample. Further detail on these 16 articles is provided in Table 1.

Results

With rapid advances in technology, digital communication strategies have evolved over the last several (Wood & King, 2001). In the present study, we identified mul- tiple actions, digital communication strategies or marketing techniques that an entity can use to increase sales objectives or brand reach.

Specifically, based on the results, we identified a total of 20 digital communi- cation strategies that can be divided into the following three categories: (i) social media relationship, (ii) digital marketing; and (iii) augmented and virtual reality. The categories have been chosen on the basis of the results obtained. Once the results were extracted, a generic term was sought to group them, thus improving the under- standing of the research. This classification into the three categories is necessary to identify the typologies of communication actions related to social networks, digital marketing strategies, and the use of virtual technology in different digital communi- cation actions.

Furthermore, the results related to the first category, the social media relationship, were as follows: instant messaging (IM); migrant communities in social networks; podcast; social media engagement; tools video calls; video channels; video confer- encing and vlogging. In the second category, digital marketing, the actions included blogs; chatbots; content marketing; display advertising; email marketing, influencer

Fig. 2 PRISMA Diagram Analysis Source: The authors.

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Table 1 Outcomes identified as relevant to the study Authors Objectives Journal Category Zhang and Su (2020)

This study explores the reasons for the search for a better quality of life among people living in Lijiang, China.

Geoforum Geography

Cohen et al. (2015)

The authors examine the paradigm of geo- graphical mobility in search of a new or better lifestyle.

Mobilities Geography

Tang and Zol- nikov (2021)

This study undertakes a qualitative analysis of the opportunities that migrants have to retire abroad.

International Jour- nal of Environmen- tal Research and Public Health

Environmen- tal Sciences

Nedelcu (2012) The authors highlight the relevance of the use of ICTs and the performance of the digital age in international migration.

Journal of Ethnic and Migration Studies

Demography

Hannonen (2020)

This study relates digital nomadism and geo- graphical mobility by studying lifestyle and job search regardless of location.

Information Tech- nology & Tourism

Hospitality, Leisure, Sport & Tourism

Lira et al. (2014)

The authors analyze the regularity by which people visit a certain place to carry out an activity.

International Conference on Web Engineering

Computer Science

Dukic and Katic (2005)

This study focuses on the development of a model where the SMS technology is assigned a major role as a payment model.

27th International Conference on Information Tech- nology Interfaces

Computer Science

Patzold (2020) This study is a report on the digital infra- structure to keep societies running during the COVID-19 pandemic.

IEEE Vehicu- lar Technology Magazine

Transporta- tion Science & Technology

Dekker et al. (2015)

The authors identify the main factors that facilitate social networks for young migrants.

Journal of Intercul- tural Studies

Sociology

van den Berg (2015)

In this study, the authors examine local social interactions and how they are affected by the characteristics of their residential environment.

Transportation Transporta- tion Science & Technology

Andrew (2012) This study explores how technologies have promoted migratory changes in the north of Australia.

Mobilities Geography

Bell (2011) The author highlights sedentary lifestyles of today’s digital generation.

Sport, Education and Society

Hospitality, Leisure, Sport & Tourism

Nedelcu (2017) This study analyzes the use of the Internet in social settings occupied by migrants and how they use ICTs in their lifestyle.

European Journal of Ageing

Gerontology

Zhao et al. (2019)

This study explores the use of WIFI technology to discover the individual lifestyle on mobile phones.

IEEE Access Telecommu- nications

Wallis (2017) The authors study how a popular magazine influences rural geographic mobility.

Rural Society Sociology

Hoffman et al. (2017)

This study explores the lifestyle of people on the Island of Cozumel, Mexico, with regard to health benefits of its climate and retirement.

Health & place Public, Envi- ronmental & Occupational Health

Source: The authors

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marketing; programmatic advertising; SMS marketing; social media marketing, and subscription business. Finally, the third category, augmented reality and virtual real- ity, was grouped as an individual category. Next, the obtained results were analyzed.

Social networks relationship

The daily use of social networks and multiple communities created by family, friends, or acquaintances encourage people to exchange information that becomes, on differ- ent occasions, a fundamental factor in making decisions (Ferreira & Sousa, 2022). In this category, the results extracted from the SLR were related to the social network relationship. Table 2 shows the results that concerned digital communication strate- gies because they facilitate, in terms of accessibility, the exchange of information through a social network or a digital platform.

Table 2 Digital Communication Strategies in Social Networking Relationship Strategies Definition Instant messaging (IM)

Form of communication between two or more people based on text where it is essential to be connected to the Internet or use mobile data. Users can constantly share messages internationally. In tourism terms, the accessibility and ease of sharing messages around the world with family or friends can improve migrants’ well-being (Nedelcu, 2017).

Migrant com- munities in social networks

Communities created by migrants where information about their places of origin and future destinations is shared. Communities can be found in the form of groups in IM applications, in social network groups, or even on web pages (Zhang & Su, 2020).

Podcast Audio pieces that can be accessed through a file, social network, or streaming that inform people about the news, developments, or specific interest. Users create podcasts linked to tourist experiences, tips before embarking on a trip, information about places, etc. (Andrew, 2012).

Social media engagement

Interactions in social networks through different users, consumers, and compa- nies where opinions, information, or interactions are shared in order to obtain a satisfactory impact on the client (Cohen et al., 2015).

Tools video calls Video call platforms where users virtually interact with one or more people through a technological device. Like IM, the ease of talking to another person with a picture helps to communicate in social terms at a distance. This can help to increase the perception of closeness in the destination with the family and close circles (Zolnikov, 2021).

Video channels Video channels where all kinds of content are displayed through digital plat- forms. The use of video exerts a visual impact on the user, thus enabling sharing an experience in a more real way (Hannonen, 2020).

Video Conferencing Online conferencing through video calling tools where meetings are held with a group of people in different places. Implementation of video calls in work environments improves and facilitates remote work on some occasions (Dekker, 2015).

Videoblog (Vlog) Video clips where users display a type of content in the reverse chronological order. Many of these videos are called IRL (in real life) where a person is record- ed while doing everyday activities. These elements can drive digital communica- tions to share actions linked to the quality of life in a new destination or, on the contrary, become opportunities to discover new destinations (Dekker, 2015).

Source: The authors

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Digital marketing

Digital communication strategies are intrinsically related to marketing actions car- ried out by digital marketing specialists. However, different they might be, digital marketing actions influence a specific target audience so that to generate interest in a service or product (Aliffianto & Andrianto, 2022). In this category, there are different results extracted from the SLR related to digital marketing. Table 3 shows the digital marketing strategies used by entrepreneurs, companies, or public entities to reach their target audiences.

Virtual and augmented reality

Since the use and interest in both augmented reality and virtual reality is increasing in the active population, entrepreneurs, private companies, or public entities take advantage of their potential to generate a greater visual impact on the target audience (Yung & Khoo-Lattimore, 2019). This category shows the results obtained in the SLR. Table 4 shows both strategies.

Discussion

Cohen et al. (2015) highlighted the complexity of seeking a new way of life with improved quality, health, or well-being. This search is not an easy task and entails a complex process of selection, research, and analysis of new destinations that would meet long-stay tourists’ expectations. In this context, in the present study, we investi- gated strategies that can improve tourists’ decision-making processes.

Overall, as noted by Benson and O’Reilly (2016), there are several particular needs that make people look for a better quality of life. For instance, social knowl- edge obtained through experiences or, family or social persuasion, and advertising through digital communication actions all influence and complement decision mak- ing. In the factors indicated, the digital strategies identified in this study can directly or indirectly influence the habits of future long-stay tourists (Janta & Lugosi, 2022).

As argued Müller (2021), through marketing strategies, private companies, entre- preneurs, and public entities carry out their communication actions to achieve a greater communicative reach aimed at a their specific target audience. In this context, it becomes imperative that more traditional communication techniques get comple- mented with digital communication tools and technologies focused on achieving a greater impact on technological devices and, therefore, enhance the digital potential in terms of marketing and brand identity (Janta & Lugosi, 2022).

Accordingly, the first digital category identified in our results—that of the social network relationship is configured—is one of the most important parts in relation to constant social communication. In the first place, and in agreement with Nedelcu (2017), Instant Messaging (IM) is a fundamental piece for the communication of content by way of notifications about new developments or news.

Similarly, migrant communities in social networks have become a fundamental element to maintain relations with a social environment or even communicate expe-

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Table 3 Digital Marketing Strategies Strategies Definition Blogs Website where interesting and up-to-date content is added on a topic or sector

so that the readers have the possibility to comment and show their feedback. There are many blogs related to the tourism field where the author writes on different topics of interest. In the tourism sector, blogs can focus on the fol- lowing topics (Berg et al., 2015): - Tips for traveling to a certain place; - Monuments and places to visit in a city; - Experiences of a trip; - Routes and paths to get to a place, etc.

Chatbots Software applications that simulate having a conversation through automatic responses previously programmed by specialists. Websites or mobile applica- tions can add a chatbot to facilitate and improve user experience in searching for information or resolving doubts (Bell, 2011).

Content Marketing Strategy focused on creating digital content of value and quality related to a company or entity, thus achieving a greater impact in the digital sector. An in- crease in the notoriety of a brand can decrease, for example, the possibility of accessing that company’s service through tourist comparators (Nedelcu, 2012).

Display Advertising Graphic digital advertising displayed on websites with the aim of impacting users and redirecting them to another website. Display advertising can impact a multitude of people depending on the visits received by the page where the ad is inserted (Zhao et al., 2019).

Email Marketing Strategy focused on mass mailings to a specific audience. The messages can be intended for different purposes such as (Nedelcu, 2017): - Unique promotions or discounts; - Content updates on a web page; - Notification of new news on the web or uploading an article to a blog; - Brand or services presentation, etc.

Influencer Marketing Recruitment of a public figure who has influence on digital media for advertis- ing purposes. Uploading content to a profile with a multitude of followers assures the entity a certain number of impressions. Based on the percentage of engagement that the influencer has, it is possible to estimate the scope of the promotion (Berg et al., 2015).

Programmatic Advertising

Purchase of advertising space on specific websites where a digital advertise- ment is inserted. The benefit of this advertising is that the final recipient is fully associated with specific interests and previously selected behaviors. In this way, users are persecuted by the web pages they visit or mobile applica- tions they use (Zhao et al., 2019).

SMS marketing Strategy aimed at sending mass text messages to mobile phones of a specific target announcing a product or service of a company. Being a more conven- tional strategy (with a digital approach), it can nevertheless be effective if the entity is known by the recipient and if users are offered a good attention call, or an offer that may interest them (Dukic & Katic, 2005).

Social Media Marketing

Strategies carried out by a company on digital platforms, in social networks, or on websites in order to increase engagement, reach, ROI, or achieve KPI objectives (Cohen et al., 2015).

Subscription business Business model focused on the sale of a service where the user has the right to access by paying a certain fee (Patzold, 2020).

Source: The authors

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riences about destinations, inform about travel opportunities, and so forth. In this connection, Zhang and Su (2020) already indicated the importance of studying user communities in social networks with regard to the choice of tourist destinations.

Of note, the implementation of podcasts is configured as communication and information channels that facilitate both accessibility and entertainment. These con- siderations are consistent with Andrew (2012). Simultaneously, in relation to social media engagement, Cohen et al. (2015) highlighted the importance of developing strategies that generate content on social networks to increase engagement with the target audience.

In addition, we found that there are different alternatives, such as tools for video calls as serve communication techniques to facilitate communication from different locations. As argued by Tang and Zolnikov (2021), the influence of this type of tech- nology can hardly be overestimated. Similarly, video channels are an opportunity to visually share all kinds of advice, information, places, and so on as discussed and jus- tified by Hannonen (2020), these channels facilitate the way of sharing experiences and experiences anywhere in the world. Likewise, as concerns video conferencing and videoblogs, these strategies allow to share daily actions live or to communicate with other people from anywhere. As argued by Dekker (2015), both alternatives make it possible to achieve a greater live visual interaction to speed up professional or entertainment environments.

Furthermore, as concerns digital marketing, we found different digital communi- cation actions and marketing strategies. As argued by Hannonen (2020) and Dekker et al. (2015), the content generated by blogs is a source of relevant information that can facilitate long-term tourists’ choice of destination. Regarding social opinions, our results are consistent with van den Berg et al. (2015) who argued that influencers on social networks about a brand or company can provide a great impact on their follow- ers and thus facilitate decision-making for long-stay tourists.

In this context, not only public figures, but also the work that a company does in social environments can create valuable content and effectively interact with con-

Strategies Definition Augmented reality

Technology allowing the user to perceive graphic information added through a technolog- ical device in a part of the real world. The use of augmented reality can be related to marketing strategies, whereby the consumer, through a technological device, interacts and perceives visual or written information (Bell, 2011).

Virtual reality Simulated scenes through the use of technol- ogy that creates a feeling of being immersed in a specific environment. The implementation of augmented reality increases the visual impact on a specific scenario. The use of this technology allows a person to virtually experience a place without the need to be physically present there. This technology thus allows virtual travel to different destinations around the world to learn about local traditions, cultures, and activities (Yung & Khoo-Lattimore, 2019; Bell, 2011).

Table 4 Augmented and Virtual Reality Strategies

Source: The authors

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sumers. This conclusion is in line with Nedelcu’s (2017) comment on the importance of external communication of a company with its target audience. In addition, it is possible to achieve even greater loyalty among consumers through subscription busi- ness actions that introduce specific offers to an audience (Patzold, 2020).

On the other hand, strategies related to advertising investment in digital environ- ments, such as programmatic advertising strategies or display advertising on web- sites, are considered to be crucial to increase users’ memory about a brand when selecting the destination (Dekker et al., 2015; Zhao et al., 2019). Similarly, as also noted by Dukic and Katic (2005) and Nedelcu (2017), email marketing and SMS marketing strategies are important to communicate and notify the target audience about new developments, news, services, shipments, and so forth.

Finally, as concerns virtual reality and augmented reality, Bell (2011) high- lighted their importance in terms of generating a greater interest and repercussion among users that are achieved through the creation of sensations offered by these technologies.

Figure 3 provides an overview of the results. The larger hexagons refer to the cat- egories established to classify the research results, while the smaller ones are linked to their corresponding categories in a random order.

Fig. 3 Overview of Results Source: The authors.

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Conclusion

In this study, we provided an overview of the state of the art in the theoretical and empirical literature on Digital Communication and Lifestyle Migration. Ongoing improvements in technology and social development imply a change of paradigms and thinking in communication practices by a company, an entrepreneur, or a public entity. This evolution means that traditional actions to impact or persuade a target audience are no longer sufficient and that they have to evolve towards the implemen- tation of new digital marketing techniques and management of social environments.

Since the process of making the decision to change one’s lifestyle is long and com- plex, the implementation of some digital communication strategies identified in the present study can help to propose new ways in the marketing plans of an entity. In our results, we identified a total of 20 digital communication actions that can be divided into the following three categories: (1) social media relationship; (2) digital market- ing, and (3) augmented and virtual Reality. The results obtained in our systematic literature review allowed us to answer our research question (RQ1—What are the most used digital communication strategies to attract long-stay tourists?) in terms of identifying digital communication strategies linked to generating interest to tourists who want to stay a long time in a new destination.

The results divided into the commented categories are as follows: (i) social media relationship: instant messaging (IM); migrant communities in social networks; pod- cast; social media engagement; tools video calls; video channels; video conferenc- ing and vlogging; (ii) digital marketing: blogs; chatbots; content marketing; display advertising; email marketing; influencer marketing; programmatic advertising; SMS marketing; social media marketing, subscription business; (iii) augmented reality and virtual reality.

Theoretical implications

The different strategies discussed in this study will help future studies to under- stand, categorize and investigate the relationship between digital communication and Lifestyle Migration in a different way. With further advances in the technology, the results of this study (Fig. 3) can be updated and complemented with new quantita- tive research initiatives that will seek to establish causal and empirical relationships. In further research, it would also be meaningful to address 12 research questions formulated in Table 5 that can be used to better understand additional extensions and problems associated with those addressed in the present study.

Practical implications

The digital communication strategies used by entrepreneurs, companies, or public entities are carried out through a previous analysis or a company marketing plan. Accordingly, the results of the present study will help future entrepreneurs, private companies, or public entities to better understand the different digital strategies to implement to improve their communication plans. From an applied perspective, the obtained results can be useful for communication companies, digital marketing agen-

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cies, communication departments of traditional companies, or public entities, as well as for entrepreneurs and individuals who want to apply new communication tech- niques to achieve their marketing purposes. This will initiate a shift from traditional communication actions characterized by smaller scope and efficiency towards a more extensive use of digital communication strategies outlined in the present study.

Limitations

The limitations of the present study are linked to the number of academic databases that were included in our analysis. Also, the difficulty of linking digital communica- tion strategies by means of methodology can be highlighted when there have been no previous studies that directly relate the concepts of Lifestyle Migration and Digital Communication. Furthermore, the searches were performed only in English, so pub- lications in languages other than English were omitted from our analysis. However, the articles removed from methodology have not been for linguistic reasons, but for not been related to the research objectives. Finally, the present study is a starting point for the study of digital lifestyle migration and digital communication.

Category Future Research Questions Social Networks Relationship

▪ What is the feedback of the followers of an influencer when seeing international tourist advertising? ▪ What is the degree of importance of the use of digital communities as a consultation before embarking on a trip? ▪ How has the degree of migrants’ well-being increased after the use of video calls?

Digital Marketing ▪ What is the flow of behavior of a user when entering a tourist advertisement on social networks? ▪ What emotions do users have in response to hotel programmatic advertising? ▪ How important is the Digital Image of a hotel or hotel chain? ▪ What are the benefits of display marketing in travel blogs? ▪ How can brand positioning of a travel agency be used through Content Marketing strategies? ▪ What are the benefits of using a chatbot by tourism companies?

Virtual and Aug- mented Reality

▪ How can Augmented Reality be used to persuade tourists? ▪ What impact does Virtual Reality have on users in terms of persuading them to visit new tourist destinations? ▪ What is the social impact of Virtual Reality in the tourism sector?

Table 5 Future Research Questions

Source: The authors

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Authors and Affiliations

Francisco Javier Lacarcel1 · Raquel Huete2

Francisco Javier Lacarcel [email protected]

Raquel Huete [email protected]

1 University of Alicante, Alicante, Spain 2 Department of Sociology, University of Alicante, Alicante, Spain

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