Abstract
This chapter discusses how digital marketing and social media marketing are used to promote tourism and hospitality product-offerings. It begins by looking at definitions of digital marketing and then discusses how the internet and social media have transformed tourism and hospitality marketing practice. Next, the main areas of digital marketing with respect to three types of media: paid, owned, and earned are examined. The chapter’s case study examines the role of travel influencers in tourism and hospitality marketing.
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Further Reading
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Harlow, Essex: Pearson (ISBN: 978-1292241579).
Hollensen, S., Kotler, P., & Opresnik, M. O. (2020). Social media marketing: A practitioner guide (2nd ed.). London, UK: Prentice Hall.
Stokes, R. (2018). eMarketing: The essential guide to online marketing (6th ed.). Cape Town, South Africa: Quirk eMarketing.
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George, R. (2021). Digital Marketing in Tourism and Hospitality. In: Marketing Tourism and Hospitality. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-030-64111-5_12
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