Exploring Sustainability in Tourism Marketing Through Digital and Social Networks

Abstract

Digital technology has become an essential tool for the tourism sector (comparing destinations, choosing hotels, booking flights, etc.). As a result, the majority of tourism bookings are now made using online travel platforms. This revolution in the use of digital technologies and artificial intelligence by travel companies and tourists has been amplified by the spread of the COVID-19 pandemic, prompting managers to switch to e-marketing strategy. Internet use has certainly contributed to accelerated growth in the tourism sector, but the question is how do tourists and companies use social media to make their choices? Using the PRISMA method, the authors attempt to explore the state of the art on the use of social networks and artificial intelligence by professionals and users in the tourism sector. The results show a positive impact of the use of digital technology on the evolution of the tourism sector.