University of South Florida (USF) M3 Publishing


The rapid development of technology all over the world, the widespread use of the Internet in all areas has enabled consumers to benefit from digital marketing in their product purchasing activities. Tourism companies use digital platforms and channels for promotional purposes in touristic product marketing to reach potential tourists. Young people who are familiar with the technology make their hotel reservation or car rental preferences for the time period they need through digital platforms. They always take into account the so-called electronic advice (e-WOM) messages before selecting the destination. Tourists can easily examine the virtual images of the hotel they will stay in, the location of the room, the image of the restaurant they will eat in, and the health units such as the spa they will use. The increasing number of innovations in technology has revealed the 4th Industrial Revolution, which means new production systems, in other words, the concept of Industry 4.0. This means high technology. along with digitalization, studies for the use of 3D printers, artificial intelligence, nano-technology, robots are being carried out quickly. As in all sectors, efforts to use Industry 4.0 in the field of tourism have gained momentum. In this chapter, the importance of digital marketing will be emphasized by giving examples of the desire of tourists in Turkey to benefit from digital marketing in the preference of touristic products.



Recommended Citation

Yilmaz, G., & Tekeli, H. N. (2021). The importance and role of digital marketing in the preference of touristic products in Turkey. In C. Cobanoglu, S. Dogan, K. Berezina, & G. Collins (Eds.), Advances in Hospitality and Tourism Information Technology (pp. 1–18). USF M3 Publishing. https://www.doi.org/10.5038/9781732127586

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