Characterization of digital marketing and its key tools in the tourism sector

Susgein Julissa Miranda Cansing, Josel Adonis Badillo Muñoz, Lady Lisbeth Bone Morrillo and Jenrry Fredy Chavez-Arizala
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Susgein Julissa Miranda Cansing: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Josel Adonis Badillo Muñoz: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Lady Lisbeth Bone Morrillo: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Jenrry Fredy Chavez-Arizala: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador

Diginomics, 2025, vol. 4, 241

Abstract: Introduction: Tourism is the grouping of activities carried out by individuals during their travels and is recognized as one of the economic engines with the greatest potential in the world. Digital marketing has emerged driven by new technologies, the evolution of social media, globalization, increased consumer education, and changing consumption habits. Currently, digital marketing is an essential tool for companies in the tourism sector, seeking greater local, national, and international recognition.Objective: To characterize digital marketing and its main tools in tourism.Methods: A bibliographic review was conducted accessing databases such as Google Scholar and ResearchGate using keywords including digital marketing, tourist services, hotel, social networks, consumers and strategies. Seventeen articles were selected, with more than 70 % published in the last 5 years.Discussion: Technology and innovation have contributed to the emergence of new sales formats in tourist services. Studies have confirmed a significant relationship between digital marketing and brand positioning in tourist services. The main tools are websites, Search Engine Optimization (SEO), Search Engine Marketing (SEM), social networks, and e-mail marketing. These allow optimizing resources, improving interaction with the target audience, and expanding commercial reach.Conclusions: Digital marketing strategies are fundamental for the tourism sector as they increase visibility and improve interaction with customers. The combined and strategic use of these tools effectively reaches the target audience, strengthening promotion, recognition, and competitiveness in the tourism and hotel sector.

Keywords: Digital marketing; Tourist services; Hotel; Social networks; Consumers; Strategies (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:4:y:2025:id:241

DOI: 10.56294/digi2025241

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