Siegel, Lauren ORCID: https://orcid.org/0000-0003-2117-8492, Kim, Hyerhim and Yung, Ryan ORCID: https://orcid.org/0000-0003-3755-2557 (2024) Tourism and digital marketing. In: Pires, Paulo Botelho, Santos, Jose Duarte and Pereira, Ines Veiga, (eds.) Digital Marketing. Analyzing its Transversal Impact. CRC Press - Taylor & Francis Group, Boca Raton. ISBN 978-1003384960; 978-1032471730; 1032471735 (doi:10.1201/9781003384960)

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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
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Related URLs:	Publisher
Last Modified:	02 Dec 2024 16:12
URI:	http://gala.gre.ac.uk/id/eprint/47004

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