Digital marketing and tourism management: study on tourism

Abstract

According to previous studies, communication and digital media have an increasing importance in society and in tourism boosting. When it comes to tourism's use of digital marketing, this importance is increased, as it is mostly through digital marketing that it is possible to obtain information about tourists or to get information to them. This study purpose was to analyze the use of digital marketing in tourism. This research contributes to future research related to tourism and to digital marketing which can be transposed to organizations management in order to encourage discussion on the processes of capture, retention and loyalty of target audiences. In an interdisciplinary perspective, this study presents inputs for marketing and for the management of tourist destinations. In the end, guidelines for the future will be discussed.