Digital Tools in Tourism Marketing: A Narrative Review of Social Media, Artificial Intelligence, and Mobile Strategies

Dimitris C. Gkikas () and Prokopis K. Theodoridis
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Dimitris C. Gkikas: Hellenic Open University
Prokopis K. Theodoridis: Hellenic Open University

A chapter in Strategic Innovative Marketing and Tourism, 2026, pp 777-786 from Springer

Abstract: Abstract Digital marketing has evolved into a significant tool for competitiveness and growth in the tourism industry, enabling engagement among consumers, destinations, and travel brands. The study presents a narrative review of research spanning 10 years from 2014 to 2024, examining digital marketing tools and platforms, strategies, and consumer behaviors in the tourism sector. Specifically, the review examines how the integration of Artificial Intelligence (AI)-based user personalization tools, social media marketing, influences marketing strategies, web analytics, mobile marketing, location optimization services, targeted content curation, and the adoption of digital tools by tourists in the funnel. A narrative review methodology is employed to examine these areas comprehensively. The searched keywords included smart tourism, digital marketing tools, personalized travel, responsive design, mobile marketing, etc. The findings benefit tourism marketers and stakeholders, demonstrating that social media platforms are crucial marketing channels for optimizing campaigns, facilitating electronic word-of-mouth, providing personalized solutions using AI, responding to real-time marketing demands, enabling instant bookings via mobile devices, and promoting destination reviews.

Keywords: Smart tourism; Personalized travel; Artificial intelligence; Narrative review (search for similar items in EconPapers)
Date: 2026
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DOI: 10.1007/978-3-032-12968-0_85

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