Роля на персонализацията в маркетинговите стратегии на анимационните компании
Role of Personalization in the Marketing Strategies of Animation Companies

Summary/Abstract: This article examines personalization as a strategic element in the marketing of animation companies operating in the tourism sector. Personalization, understood as the adaptation of services and communication to the individual needs of customers, is becoming a key instrument for enhancing competitiveness and building long-term relationships with tourists. The study analyses the application of personalized approaches in the animation practice of „BVS Entertainment” Ltd., based on surveys and interviews conducted during the period 2014–2024. The findings show that 74% of tourists identify personalization as the primary factor for their satisfaction, that personalized packages have led to a 22% increase in repeat visits, and that digital tools significantly enhance the effectiveness of individualized approaches. The article argues that personalization is a strategic philosophy integrating elements of relationship marketing, digital communications, and customer experience management, and constitutes a necessary condition for the sustainable development of animation companies in a globally competitive environment

• Details
• Contents