From Data to Destination: How Digital Traces Can Be Transformed Into Targeted Marketing Campaigns for Tourists

Abstract

In today's digital era, the tourism industry is undergoing a major transformation as it shifts from traditional marketing techniques to data-driven strategies that leverage the vast amounts of digital information generated by travelers. This chapter delves into how the digital footprints left by travelers—such as search histories, social media interactions, online bookings, and mobile app usage—can be effectively utilized to craft personalized and impactful marketing campaigns. It covers the entire process, from the collection and management of these digital traces to their analysis, emphasizing the importance of advanced technologies like artificial intelligence and big data analytics in converting raw data into actionable insights. These insights empower tourism businesses to anticipate traveler behavior, customize marketing messages, and engage with customers in a more personalized and meaningful manner.