Vol. 5, Issue 2 (2019)
Growth in number of internet users and use of mobile applications, along with advancement in information technology is offering abundant information in the virtual space. With the increase in number of jobs and income levels, people are showing inclination towards travel and tourism. As travelers and tourists seek instant information, gathering information online visiting websites, search engines, mobile app, e-commerce aggregators and social media has made information search easy. Ample information is available online which has also lead to problem of information overload. Travel & tourism service providers, in order to capture larger business and to build their brand, are doing marketing by providing travel deals online & through other digital medium which has affected business & industry. This research focuses on assessing the impact of digital marketing on travel & tourism industry. It helps in gaining an understanding on the level of impact created by digital marketing, its pros & cons, and provide suggestions for travel & tourism service providers to address relevant issues and challenges. The outcomes of the research can be used by E-Commerce aggregators, digital marketers, Mobile App service providers, social media marketers’ and implementers of IT for tourism as a reference for digital marketing decisions.
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