Leveraging Digital Marketing and Big Data Analytics for Tourism Business Optimization: A Comprehensive Review of Strategic Applications and Industry Transformation

Leonidas Theodorakopoulos, Alexandra Theodoropoulou and Constantinos Halkiopoulos ()
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Leonidas Theodorakopoulos: University of Patras, Department of Management Science and Technology
Alexandra Theodoropoulou: University of Patras, Department of Management Science and Technology
Constantinos Halkiopoulos: University of Patras, Department of Management Science and Technology

A chapter in Synergizing Management, Culture, and Arts for Tourism Development - Vol. 1, 2026, pp 559-598 from Springer

Abstract: Abstract This study systematically reviews the accelerating convergence of digital marketing and big data analytics in the optimization of tourism businesses. Motivated by the urgent need for evidence-based strategies in an increasingly digital and competitive global landscape, the review synthesizes findings from twelve recent, high-quality studies identified through a rigorous PRISMA methodology. The analysis reveals that the integration of big data analytics with multichannel digital marketing has redefined business models and customer engagement across the tourism sector, enabling real-time personalization, dynamic campaign management, and data-driven innovation. Notably, the proliferation of social media, immersive technologies, and AI-powered tools has elevated traveler expectations, expanded branding opportunities, and opened new pathways for business growth. However, the findings also highlight persistent barriers, including digital skills gaps, infrastructural disparities, and ethical dilemmas around data use, that constrain the sector’s ability to capitalize on these technological advances fully. By addressing three core research questions, the review offers an up-to-date synthesis of how big data and digital marketing drive optimization, the impact of digital adoption on customer satisfaction and brand visibility, and the organizational challenges that must be navigated for sustained competitive advantage. The study concludes with strategic recommendations and directions for future research, emphasizing the need for holistic, agile, and ethically grounded approaches to digital transformation in tourism.

Keywords: e-WOM; Strategic decision-making; Business optimization; IoT-driven experiences; Data-driven value creation (search for similar items in EconPapers)
JEL-codes: L86 M31 O32 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-17545-8_23

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