Digital marketing are the different actions that can be performed in Internet Marketing and that are specialized in specific areas of the internet such as social networks, search engines, online platforms, or mobile applications.
Published in Chapter:
The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends
Jose Ramon Saura (Rey Juan Carlos University, Spain), Ana Reyes-Menendez (Rey Juan Carlos University, Spain), and Pedro R. Palos-Sanchez (University of Seville, Spain)
Copyright: © 2020
|Pages: 22
DOI: 10.4018/978-1-5225-9783-4.ch001
Abstract
In recent years, the development of new technologies and, in particular, the internet has encouraged industries such as the tourism to adapt their business models to the new forms of marketing in the 21st century. Therefore, the objective of this research is to carry out a systematic literature review (SLR) on the main published research studies in the field of digital tourism business (DTB) with the aim of defining what are the essential digital marketing strategies and their trends for the years coming. The results of the research identify techniques such as SEO, SEM, ASO, Sentiment analysis, textual analysis, based-location social media networks, remarketing and programmatic advertising, social ads influencers marketing, and eWOM (internet word of mouth) as the main digital marketing techniques for digital tourism business. Likewise, the main trends for the tourism digital sector have been identified. The results of this research study can be used by practitioners to improve their digital marketing strategies within the digital tourism ecosystem.