Enhancing Tourism Business Competitiveness Through Digital Marketing Tools: A Case Study on Effective Strategies and Technologies

Georgios Igoumenakis and Ioanna Giannoukou ()
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Georgios Igoumenakis: University of Patras
Ioanna Giannoukou: University of Patras

A chapter in Innovation and Creativity in Tourism, Business and Social Sciences, 2025, pp 351-373 from Springer

Abstract: Abstract This study examines the pivotal role of digital marketing tools in the tourism industry, focusing on their impact on business success and competitive positioning. The research underscores the significance of digital marketing in amplifying customer visibility and attraction through precise advertising and communication strategies. Central to this analysis is using the Internet, mobile devices, and social networks. The digital marketing tools explored in this paper include search engines, content marketing, social media, and email marketing. These tools are instrumental in drawing new customers and boosting the visibility of tourism businesses. A critical component of this research is measuring and evaluating digital campaign effectiveness, highlighting the necessity for businesses to leverage data and analytics to refine their strategies for optimal outcomes. The findings reveal a statistically significant correlation between tools such as campaigns and newsletters, suggesting that integrating digital platforms can enhance overall business strategies and improve marketing campaign efficacy. The study also addresses the challenges tourism businesses face, including skills shortages, increased competition, and security and data protection issues, and proposes solutions to mitigate these challenges. The aim is to demonstrate how modern digital tools and technologies can give tourism businesses a competitive edge. The research highlights how digital marketing enhances brand awareness and fosters more significant engagement with travelers, ultimately promoting growth and success in the dynamic and continually evolving tourism sector.

Keywords: Digital marketing; Tourism industry; Targeted advertising; Mobile marketing; SMN; SEO; Content marketing; Email marketing; Digital campaigns; Data analytics; Marketing strategies; Brand awareness (search for similar items in EconPapers)
JEL-codes: L86 M31 O32 O33 Z32 Z33 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-78471-2_14

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DOI: 10.1007/978-3-031-78471-2_14

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