Advancements in communication have led to relationship era of marketing from production era. The internet, ICT tools, and the Web revolution have played a pivotal role resulting into digital marketing of products and services in hospitality and tourism. Tourism industry is considered to be an information intensive industry where consumers have become co-creators of digital content on different media. The industry has witnessed a power shift form service provider to the consumers who have ability to attract and influence others with their shared experiences on digital platforms. Firms are adopting a digital marketing mix which is an online marketing strategy prepared focusing on 7Ps for hospitality and tourism industries. It involves social media marketing, search engine optimization, content marketing, influencer marketing, and affiliate marketing as most sought after digital marketing strategies. Such marketing mix allows firms to position their products and services in the niche market which is deeply segmented and accurately targeted. Firms can communicate to large number of audience due to increasing users of digital media. Implementing digital marketing mix calls for consistent innovation in designing the content and selection of the digital media by a digital marketer. Dynamic and agile content will lead the way for digital marketers of hospitality and tourism industries.
Kumar, P. (2021). Digital marketing in hospitality and tourism. In C. Cobanoglu, S. Dogan, K. Berezina, & G. Collins (Eds.), Hospitality & tourism information technology (pp. 1–23). USF M3 Publishing. https://www.doi.org/10.5038/9781732127593
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