What is Digitisation

The advancements in technology and social media have changed the sphere of marketing. Digital marketing became one of the imperative areas for business organisations all over the globe. E-marketing methods and strategies have revolutionised the tourism sector in various ways. From convenient booking engines to creating customised experiences, digital marketing has helped the tourism sector reach out to a wider audience, which was not possible with traditional marketing. Growth in the tourism sector boosts the economy of a country and improves the revenues, employment, and infrastructure. E-marketing influences beyond limits and allows the tourism sector to entice people from all over the world of the different places they can visit. The chapter focuses on the digital tourism practices, challenges, key inhibitors to innovation, legal issues, consumer protection, benefits of ICTs, digital marketing strategies, the influence of e-marketing technology, and reasons for adopting e-marketing. Further, it attributes the technology enablers of e-marketing and current trends in digital tourism.