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Digital Marketing in Tourism

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Handbook of e-Tourism

Abstract

Information and communication technologies have contributed significantly to the development and growth of the tourism industry. Tourists use the Internet in all phases of the customer journey. In 2020, the typical user spent on average 6 h and 43 min online each day, which was about 40% of their waking life. Mobile devices account for more than half of all the online time, but most Internet users still use a combination of mobiles and computers to access the Internet. Therefore, digital marketing offers great opportunities for tourism organizations and suppliers to promote and sell their offers and to establish long-lasting relationship with their customers. This chapter discusses the development of digital marketing in tourism and illustrates the evolution over various steps. A brief history of the development of digital marketing for tourism businesses and an outline of its benefits and challenges will be provided. This chapter focuses on website publishing, traffic building, and digital marketing campaign planning. Challenges and future developments of digital marketing conclude this chapter.

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Author information

Authors and Affiliations

  1. IMC University of Applied Science Krems, Krems an der Donau, Austria

    Christian Maurer

Authors
  1. Christian Maurer
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Corresponding author

Correspondence to Christian Maurer .

Editor information

Editors and Affiliations

  1. Department of Hospitality and Tourism Management, Virginia Polytechnic Institute and State University, Blacksburg, VA, USA

    Zheng Xiang

  2. Department of Tourism Studies and Geography, Mid Sweden University, Östersund, Sweden

    Matthias Fuchs

  3. Annenberg School for Communication and Journalism, University of Southern California, Los Angeles, CA, USA

    Ulrike Gretzel

  4. Department of Business Informatics, University of Applied Sciences Ravensburg-Weingarten, Weingarten, Germany

    Wolfram Höpken

Section Editor information

  1. Department of Economics, Geography, Law and Tourism, The European Tourism Research Institute, Mid-Sweden University, Östersund, Jämtland, Sweden

    Matthias Fuchs

  2. The Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, USA

    Zheng Xiang

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Maurer, C. (2021). Digital Marketing in Tourism. In: Xiang, Z., Fuchs, M., Gretzel, U., Höpken, W. (eds) Handbook of e-Tourism. Springer, Cham. https://doi.org/10.1007/978-3-030-05324-6_82-1

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  • DOI: https://doi.org/10.1007/978-3-030-05324-6_82-1

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-05324-6

  • Online ISBN: 978-3-030-05324-6

  • eBook Packages: Springer Reference Business and ManagementReference Module Humanities and Social SciencesReference Module Business, Economics and Social Sciences

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