The Impact of Digital Technologies on Marketing and Communication in the Tourism Industry

Abstract

The growing openness between regions accompanied by the rising of the tourism industry enhances its importance and the ensuing search for competitive advantages in terms of communication, marketing, and technology. It, therefore, gave rise to the concept of integrated marketing communication (IMC) that together with information and communication technology (ICT) could highlight tourist experiences. This literature review (LR) attempts to unveil how digital technologies determine marketing and communication in the tourism industry and, conversely, what industry areas should be targeted by those digital technologies. The study employs a scoping review approach based on a search of literature through the SCOPUS database. Ten articles were selected. On the one hand, this LR concludes that digital technologies are filling the gap concerning the needs of tourists through, for instance, mobile marketing. On the other hand, it discloses that digital technologies are essential for the tourism industry as it improves marketing communication by diverse means.