Digital Marketing and Digital Marketing Applications in the Asian Tourism Industry

Eray Polat ()
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Eray Polat: Gumushane University

Chapter 5 in Handbook of Technology Application in Tourism in Asia, 2022, pp 115-130 from Springer

Abstract: Abstract Technology takes the place more and more in human life and directs it. Therefore, it is no longer possible to imagine that marketing, which has a fundamental goal to meet the needs and desires of people, is independent of the technology that has entered such human life. The primary objective of this section is to provide a conceptual framework for digital marketing, which has become increasingly pronounced in recent years. By doing so, the evolution of the marketing mix and digital marketing practices is discussed in particular. The second important objective in this section is to present examples of digital marketing practices carried out by tourism enterprises in Asian countries. When the relevant literature is examined, it can be said that in the context of the Asian tourism industry, this area is left under-researched. In this context, secondary data, generated from the existing literature, were used to collect data. Findings show that digital marketing applications in Asian countries are not yet implemented sufficiently and need to be developed. This issue will be more important for the Y and Z generation tourists who are more deeply related to technology as it is important today.

Keywords: Tourism; Digital marketing; Enterprises; Asia (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-16-2210-6_5

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DOI: 10.1007/978-981-16-2210-6_5

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