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The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends

The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends

Jose Ramon Saura, Ana Reyes-Menendez, Pedro R. Palos-Sanchez
Copyright: © 2020 |Pages: 22
ISBN13: 9781522597834|ISBN10: 1522597832|ISBN13 Softcover: 9781522597841|EISBN13: 9781522597858
DOI: 10.4018/978-1-5225-9783-4.ch001
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MLA

Saura, Jose Ramon, et al. "The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends." Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, IGI Global, 2020, pp. 1-22. https://doi.org/10.4018/978-1-5225-9783-4.ch001

APA

Saura, J. R., Reyes-Menendez, A., & Palos-Sanchez, P. R. (2020). The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends. In J. Santos & Ó. Silva (Eds.), Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries (pp. 1-22). IGI Global. https://doi.org/10.4018/978-1-5225-9783-4.ch001

Chicago

Saura, Jose Ramon, Ana Reyes-Menendez, and Pedro R. Palos-Sanchez. "The Digital Tourism Business: A Systematic Review of Essential Digital Marketing Strategies and Trends." In Digital Marketing Strategies for Tourism, Hospitality, and Airline Industries, edited by José Duarte Santos and Óscar Lima Silva, 1-22. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-5225-9783-4.ch001

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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.

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