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Marketing Applications of Emerging Technologies and Business Performance of Tourism SMEs: A Systematic Literature Review
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Author(s): Mourad Aarabe (National School of Business and Management of Fez, Morocco), Nouhaila Ben Khizzou (National School of Business and Management of Fez, Morocco), Lhoussaine Alla (National School of Applied Sciences of Fez, Morocco)and Ahmed Benjelloun (National School of Business and Management of Fez, Morocco)
Copyright: 2025
Pages: 26
Source title:
Models, Strategies, and Tools for Competitive SMEs
Source Author(s)/Editor(s): Rafael Perez-Uribe (Universidad de la Salle, Colombia), David Ocampo-Guzman (Santo Tomas University, Colombia & EAN University, Colombia)and Luz Janeth Lozano-Correa (Universidad Santo Tomas, Colombia)
DOI: 10.4018/979-8-3693-4046-2.ch010
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Abstract
The tourism sector is currently undergoing a digital transformation, with emerging technologies playing a pivotal role in redefining marketing strategies and improving the performance of small and medium-sized enterprises (SMEs). This study aims to examine, through a comprehensive literature review, the marketing applications of emerging technologies and the impact of these technologies on the business performance of SMEs. A rigorous methodology based on the PRISMA protocol for reference collection and NVIVO software for textual and thematic analysis was employed in this research. The objective was to demystify the complex relationship between emerging technology marketing applications and the business performance of tourism SMEs. The results revealed a convergence that linked these technologies to key performance indicators.
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