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Digital Marketing in Tourism

In: Handbook of e-Tourism

Author

Listed:
  • Christian Maurer

    (IMC University of Applied Science Krems)

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.

Suggested Citation

  • Christian Maurer, 2022. "Digital Marketing in Tourism," Springer Books, in: Zheng Xiang & Matthias Fuchs & Ulrike Gretzel & Wolfram Höpken (ed.), Handbook of e-Tourism, chapter 54, pages 1311-1333, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-48652-5_82
    DOI: 10.1007/978-3-030-48652-5_82
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