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Role of Digital Marketing in Shaping Travel Decisions: Consumer Behavior in Tourism
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Author(s): R. Swadhi (Academy of Maritime Education and Training, India), K. Gayathri (Academy of Maritime Education and Training, India), Sanjeev Dimri (Saraswathi Institute of Medical Sciences, Hapur, India), A. Balakrishnan (Gandhigram Rural Institute, India)and P. Jyothi (Saveetha Engineering College, India)
Copyright: 2025
Pages: 24
Source title:
Intersections of Niche Tourism and Marketing
Source Author(s)/Editor(s): Bruno Barbosa Sousa (Polytechinc Institute of Cávado and Ave, Portugal)and Vasco Ribeiro Santos (ISLA Santarém, Portugal)
DOI: 10.4018/979-8-3693-8417-6.ch007
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Abstract
This chapter explores the pivotal role of digital marketing in influencing consumer behavior within the tourism sector. As travelers increasingly rely on online platforms for information and inspiration, understanding how digital marketing shapes their travel decisions is crucial. The chapter delves into the dynamics of consumer behavior, emphasizing the importance of personalized marketing strategies that cater to individual preferences. It examines the impact of user-generated content, social media, and influencer marketing on destination selection and travel planning. By analyzing current trends and consumer insights, the chapter highlights how digital marketing not only enhances engagement but also fosters a sense of community among travelers. Furthermore, it discusses the implications of these strategies for tourism businesses seeking to adapt to evolving consumer expectations. Ultimately, this exploration underscores the significance of leveraging digital marketing tools to enhance customer experiences and drive sustainable growth in niche tourism markets.
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