DIGITAL MARKETING PRACTICES: TRENDS AND CHALLENGES FOR THE TOURISM INDUSTRY
Abstract
ABSTRACT
The tourism industry has been facing a tremendous change in services due to the fast developing digital
and smart applications in technology. Digital marketing has been changing many types of operations and
influencing many services. This research puts forward some of the trends and challenges for digital marketing for
the tourism industry. It provides a broadened view over digital marketing in tourism basing on a qualitative
research of semi-structured interviews with professionals from the sector. It is possible to conclude that trends in
digital marketing from the aspect of tourism industry can be listed as changes in social media, future expectations,
human touch, connected services, whereas challenges are the tremendous change, competitors and data
management. Digital marketing is dependent on digital data which requires an integrated system and a high quality
team to manage. Digital marketing is expected to uncover the tourism industry quite tremendously in a near future.
Keywords
Kaynakça
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