Implementation of Digital Marketing Techniques in Smart Tourism

Constantinos Halkiopoulos (), Hera Antonopoulou and Konstantinos Giotopoulos
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Constantinos Halkiopoulos: University of Patras
Hera Antonopoulou: University of Patras
Konstantinos Giotopoulos: University of Patras

A chapter in Tourism, Travel, and Hospitality in a Smart and Sustainable World, 2023, pp 381-398 from Springer

Abstract: Abstract The evolution of technology has changed how tourism businesses promote their products and services and the nature of marketing from traditional to digital. The purpose of applying digital marketing techniques is to increase the number of potential tourists for choose tourism products/services. In addition, the inclusion of digital techniques in tourism marketing contributes so that tourism businesses can advertise their tourism goods with different media and tools, allowing choosing different promotion methods depending on each business’s requirements. As a result, tourism businesses can use various media to promote their products, establish their brand, attract new consumers, and increase their profits. With digital marketing, new opportunities are presented to tourism business units, and the modern tourism industry is developing. In the context of this research, the importance of digital marketing techniques in the field of tourism is highlighted. The data collected was primarily using quantitative methodology. The sample consisted of 1200 young adults (18–32 years old) who were asked to answer questions about using digital marketing applications in the tourism sector during the Covid-19 pandemic. Through the research, specific digital marketing techniques such as websites, promotional videos, and informative blogs appear to be reliable tools for the promotion of the tourist product and related services as well as for the preference of new tourist applications/platforms in terms of savings of time. Therefore, the results, among others, highlight the importance of modern digital marketing techniques for their systematic application in the tourism industry.

Keywords: Digital marketing; Smart tourism; Tourism industry; Innovative platforms; Tourist experience; Data analytics; O32; O33; Z32; L86 (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-26829-8_24

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DOI: 10.1007/978-3-031-26829-8_24

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