ABSTRACT

The tourism industry is up against diverse challenges as a result of the digital era. ICT-related changes have recently triggered a transition process in the form of upheaval for enterprises. Digital marketing refers to employment of digital media by the trader to publicize a product or services to the market. The terms digital marketing and online marketing are frequently interchangeable in the literature. Reaching customers through innovative technologies, as a result of the changing paradigm, is a powerful tool to gain competitive advantage in the market. In this paper, the application of ICT in the tourism industry and the role it plays in digital marketing will be discussed from the theoretical point of view.