Digital Marketing Advanced in Tourism explores the dynamic intersection of digital marketing and the tourism industry, offering readers a comprehensive understanding of how digital strategies can elevate and transform tourism brands. Through real-world case studies, the book delves into how companies within the tourism sector have successfully leveraged digital marketing to enhance their visibility, increase engagement, and build a strong presence in an increasingly competitive market. From destinations promoting unique local experiences, to global tourism brands scaling their influence, this book highlights the pivotal role of digital tools in modern tourism.
As the tourism industry continues to grow and diversify, it faces the challenge of distinguishing itself in a crowded marketplace. Digital Marketing Advanced in Tourism outlines the evolving nature of tourist offerings, from traditional attractions like beaches and cultural heritage to niche experiences that appeal to today's more sophisticated traveller. By integrating digital marketing concepts with real-world examples, this contributed work is an essential resource for anyone in the academic and professional space seeking to explore the digital tourism landscape.
Chapter 1. Digital Marketing in Health and Wellness Tourism; Marco Martins, Ricardo Jorge da Costa Guerra, Lara Santos, Luísa Lopes, and Ana Rita Conde
Chapter 2. From Museum Exhibitions to Social Media Engagement: Optimizing Instagram Content for the National Museum Zurich; Sebastiano Mereu
Chapter 3. Digital Marketing in Events Tourism: Rock in Rio Lisboa Case Study; Célia Rafael and Célia Reis
Chapter 4. Digital Marketing in Religious Tourism: Spreading God's Word via Digital Media at the Shrine of Fátima; Madalena Abreu, Margarida Franca, Clara Almeida Santos, and Victor Santos
Chapter 5. Digital Marketing in Cities: The Case Study of Hamburg City; Maria Amélia Machado Carvalho
Chapter 6. Digital Multiplatform for e-Storytelling in Tourism in Creative Territories: Impact, Reach and Co-creation; Vasco Santos, João Tomaz Simões, Rui Carvalho, and Patrícia Reis
Chapter 7. The Use of Content Marketing through LinkedIn Company Pages by Portuguese Tour Operators; Sara Oliveira, Bruno Barbosa Sousa, José Duarte Santos, and Paulo Botelho Pires
Chapter 8. DMO Marketing Strategies: Fostering Digital Hosting in Tourism Destinations; Pedro Liberato, Dália Liberato, Telma Martins, Bruno Barbosa Sousa, and José Duarte Santos
Chapter 9. Green Travel in the Digital Era: Contributions of Digital Marketing to Sustainable Tourism; Natalia Przybylska
Chapter 10. Telling the Tale of a 5-Stars Hotel: The Servicescape Stories in Shaping Customers' Experiences Online; Milene Isabel Guerreiro Eufrázio, Bernardete Sequeira, Manuela Guerreiro, and Susana Pescada
Chapter 11. Luxury in Hotel Industry of the Peneda-Gerês National Park: What Challenges for Marketing?; Maria Teresa Leão, Mariana Inácio Marques, and João Caldeira Heitor
Chapter 12. Tourism Governance through Digital Marketing; Sara Santos and Maria Vasconcelos
