Digital Marketing
Chapter from the book:
Karaca,
Ş.
(ed.)
2024.
Tourism and Digital Marketing (Theory and Applications).
Synopsis
This chapter provides a comprehensive framework to understand the scope of digital marketing strategies and to ensure that tourism businesses can effectively meet the changing needs of their customers in a competitive and digitally focused world. In this context- macro and micro environmental factors, new trends developing in this field, and 9Ps (product, price, place, promotion, people, properties, process, personalization, prediction) covering the digital marketing mix- businesses operating in the tourism sector in a digital and competitive environment should take into account in providing more interactive services, have been examined.
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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Copyright (c) 2024 Şükran Karaca; Nur Kuban Torun, Tolga Torun, Banu Zencir, Ebru Sönmez Karapınar, Cemal Durmuşçelebi, Burcu Gök Olgun, Lütfullah Sadi Toprak, Caner Güçlü, Mehmet Fatih Açar, Canan Yılmaz Uz, Seda Arslan, A.Erhan Zalluhoğlu, Nesrin M. Bahçelerli, Furkan Tirali, Melahat Yıldırım Saçılık