Siegel, Lauren A. ORCID: https://orcid.org/0000-0003-2117-8492, Kim, Hyerhim and Yung, Rui Yuan ORCID: https://orcid.org/0000-0003-3755-2557 (2024) Chapter 12. Tourism and Digital Marketing. In: Botelho Pires, Paulo, Duarte Santos, José and Veiga Pereira, Inês, (eds.) Digital Marketing: Analyzing its Transversal Impact. CRC Press - Taylor & Francis Group, Boca Raton, FL; Abington, Oxon. ISBN 978-1032471730; 978-1032471846; 978-1003384960; 978-1040052082; 1032471735; 1040052088 (doi:10.1201/9781003384960-16)

PDF (Author's Accepted Book Chapter) 50298 SIEGEL_Chapter_12_Tourism_And_Digital_Marketing_(AAM BOOK CHAPTER)_2024.pdf - Draft Version Restricted to Repository staff only until 13 January 2026. Download (287kB) | Request a copy

Abstract

This chapter focuses on how digital marketing has impacted the tourism industry, and how it will continue to evolve alongside mobile and personal technologies. It introduces a new traveler consumer journey based on digital touchpoints for consumers and the apropos digital marketing channels at each stage. The market segments that are specific to the travel and tourism industry are identified and the recommendation for niche marketing is recommended for best success based on various destination characteristics and desired audiences. Last, the future of digital marketing in tourism is addressed, with immersive realities as both a new type of destination product as well as a significant marketing channel of the future.

Item Type:	Book Section
Uncontrolled Keywords:	digital marketing, tourism, traveler consumer journey, mobile technology, destination product, leisure travel market segments, niche marketing, destination image, digital customer experiences, travel influencers, bloggers, geotagging, deinfluencing
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	01 May 2025 14:41
URI:	http://gala.gre.ac.uk/id/eprint/50298

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