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2022 | OriginalPaper | Chapter

54. Digital Marketing in Tourism

Author : Christian Maurer

Published in: Handbook of e-Tourism

Publisher: Springer International Publishing

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Abstract

Information and communication technologies have contributed significantly to the development and growth of the tourism industry. Tourists use the Internet in all phases of the customer journey. In 2020, the typical user spent on average 6 h and 43 min online each day, which was about 40% of their waking life. Mobile devices account for more than half of all the online time, but most Internet users still use a combination of mobiles and computers to access the Internet. Therefore, digital marketing offers great opportunities for tourism organizations and suppliers to promote and sell their offers and to establish long-lasting relationship with their customers. This chapter discusses the development of digital marketing in tourism and illustrates the evolution over various steps. A brief history of the development of digital marketing for tourism businesses and an outline of its benefits and challenges will be provided. This chapter focuses on website publishing, traffic building, and digital marketing campaign planning. Challenges and future developments of digital marketing conclude this chapter.
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Metadata
Title
Digital Marketing in Tourism
Author
Christian Maurer
Copyright Year
2022
DOI
https://doi.org/10.1007/978-3-030-48652-5_82

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