Abstract

The purpose of this study is to present the complexity of targeting by defining the needs of potential and existing customers through a multidisciplinary approach using the "ideal" lifestyles. This helps to build marketing strategies by management consultants to more accurately define the target (customers) to effectively use available resources. The need to develop a strategy addressing the innovative approach in this manner has been identified. Particular attention has been paid to the potential of social networks and smart tourism tools as well as the growth of the luxury travel lifestyle. The findings are based on awarded practices in the field of smart tourism. It has been found that precise targeting based on collected information from social networks increases the growth potential thus creating various opportunities for consulting organizations.

Keywords: lifestyle, decoding, targeting, social networks, smart tourism