Venture development in the leisure industry: recommendations for a platform based startup - crafting a digital brand and marketing communications for digital native users

Abstract

This individual chapter researches how to efficiently brand and market a new venture in the leisure industry. Focused on digital natives, predominantly Gen Z and Millennials, it explores strategies for brand positioning and marketing communications in a tech-driven era. Utilising a combination of literature review and empirical surveys, it offers insights into digital behaviour and preferences of this demographic. The thesis aims to develop foundational approaches for go-to-market marketing strategies, emphasising the integration of social media, content marketing and digital communication channels to engage and resonate with digital natives effectively.