The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
Digital Marketing and Tourism: Opportunities and Challenges
Abstract
Tourism is placed in a global context involving various culture with different preferences and purchasing powers. Thus, using digital marketing can provide new insights and rich data that can be used for developing tourism products or services to fulfill various needs. With a hyper-competition marketplace, using digital marketing helps in creating and sustaining competitive advantages through developing dynamic capabilities that allow organizations to adapt to changes in individuals' attitudes, behaviors, and preferences through continuous monitoring and analyzing of data captured by digital marketing technologies and tools. There are two core marketing elements that an organization focuses on: its brand and its customers (Kannan & Li, 2017), and digital marketing plays a crucial role in managing those core elements. The main feature of digital marketing is global content reach and richness in efficient, effective, customized, and innovative ways. In this chapter, we shed light on opportunities and challenges in digital marketing and tourism.
Related Content
|
Aynetu Terefe, Shashi Kant, Metasebia Adula, Tafese Niguse.
© 2026.
26 pages.
|
|
Tanya, Nitin Pathak, Priyanka Chugh.
© 2026.
32 pages.
|
|
Nitika Sharma, Paras Sarjolta.
© 2026.
18 pages.
|
|
Manoj Govindaraj, Ravishankar Krishnan, L. Anitha, G. M. Shaju, Chandramowleeswaran Gnanasekaran, Jenifer Lawrence.
© 2026.
30 pages.
|
|
Ravishankar Krishnan, Navaneetha Krishnan Rajagopal.
© 2026.
28 pages.
|
|
Kriti Kishor, Sanjeev Kumar Bansal, Stefano Bresciani.
© 2026.
14 pages.
|
|
Shashi Kant, Tamire Ashuro, Metasebia Adula.
© 2026.
30 pages.
|
|
|