Digital Marketing Best Practices for Management in Tourist Destinations

This work fills a gap that has existed up to now, proposing a series of specific indicators that serve as a manual of good digital marketing practices for the promotion of tourist destinations. According to the proposed model, the variables to take into account are those related to web metrics, SEO positioning, and social networks. Likewise, the indicators and metrics proposed in the tourist destination Malaga (Spain) are applied. In this way, the model can serve as a guide for the managing institutions of tourist destinations that wish to measure the results of their efforts. This analysis facilitates the identification of the strengths of the strategy followed, as well as those that need to be improved. It can also be used to verify the positioning of tourist destinations with respect to their competitors.