Study of Digital Marketing in Tourism and Hospitality Industry: A Literature Search Using the Keyword Co-Occurrence Mapping Network

Abstract

Digital marketing is essential to the travel and hospitality industries. These days, it's a helpful tool for creating digital brand names and attracting and retaining clients. It has been demonstrated that using digital technology to implement marketing strategies, such as influencer marketing, social media marketing, and search engine optimization, benefits businesses. Through the process of monitoring customer behavior and assessing their preferences, digital marketing allows businesses to offer personalized and engaging content that encourages online referrals. Digital technology must be included into a number of sectors, including operations, services, communications, revenue management, distribution, and marketing, for the industry to be stimulated and reinvigorated. Hotel businesses need to reevaluate their current economic models and embrace digital marketing as an essential tool if they are to expand. The aim of the current research is to search the keywords in the database dimensions and creating co-occurrence mapping using VOSviewer software. Finally, the importance of digital marketing in tourism and hospitality industry is researched using research database and presented using term co-occurrence mappings.