Keywords
tourism marketing
consumer behaviour
simulation modelling
marketing communications
advertising effectiveness
digitalization
How to Cite
Abstract
Abstract. The article examines consumers’ perceptions and behavioural responses to digital marketing communications in the tourism sector, taking into account the levels of emotional intelligence and legal awareness. The study is based on a simulation approach that integrates psychological, behavioural, and regulatory factors into a unified analytical model. To assess the sensitivity of key performance indicators (CTR, CR, ROI) to variations in the specified parameters, the Monte Carlo method combined with Latin Hypercube Sampling was applied, ensuring a representative coverage of the multidimensional input variable space under conditions of a limited empirical sample. The results indicate that emotional intelligence is positively associated with audience engagement (CTR), whereas compliance with ethical and legal norms is linked to higher economic performance of campaigns (ROI). At the same time, conversion rate (CR) demonstrates a significantly weaker dependence on psychological characteristics and is more strongly determined by external marketing stimuli, platform content features, and the context of digital interaction. Cluster analysis revealed the heterogeneity of consumer behavioural profiles and qualitatively different response patterns to advertising stimuli depending on the combination of emotional and regulatory factors. Additionally, it was established that the interaction between emotional intelligence and legal awareness generates distinct scenarios of marketing message perception, enabling audience segmentation based on the nature of cognitive-emotional information processing and allowing for the prediction of differentiated behavioural responses to identical communication stimuli. This indicates the existence of structurally different types of consumer behaviour within the digital tourism environment, requiring separate communication strategies. The obtained results emphasize the expediency of a differentiated approach to the development of cross-cultural marketing strategies in tourism, considering psychological and regulatory determinants of consumer choice. The proposed approach extends the understanding of relationships between the identified factors and provides a methodological foundation for further empirical research, as well as for the practical implementation of adaptive marketing communication models in the digital tourism environment.
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