Tourism Digital Marketing Tools and Views on Future Trends: A Systematic Review of Literature

Abstract

Owing to the unprecedented advancements in digital technologies adopted for use in marketing tourism, their use in tourism is expected only to gain momentum. The purpose of this paper is to systematically review literature published in tourism-related journals on digital marketing tools in tourism from 2016-2020, and to discuss future trends. The analysis reveals that the increased adoption of digital marketing tools has disrupted the status quo of the tourism industry. Findings also highlight a growing and broad digital marketing tools terrain that is thematically diverse. Tourism marketers have to ensure that they understand the trends in the digital marketing domain and be able to adapt to the changes in order to remain competitive. Based on literature synthesis, the study provides insights into practical managerial implications and provides the groundwork for future studies.