Digital technology in tourism: a literature review Online publication date: Fri, 01-Sep-2023
by Ankita Sharma; Swati Sharma
International Journal of Tourism Policy (IJTP), Vol. 13, No. 5, 2023
Abstract: Technology has transformed the dynamics and structure of tourism marketing and management. To provide insight into the existing knowledge, this study reviews the extant tourism literature and quantitatively presents the work done in the context of digital technology and marketing in tourism, and identifies future research directions. Forty papers on the specified theme, published in journals indexed in Web of Science and Scopus in the last six years (2015-2020) were analysed and reviewed. The period of the last six years was studied, as technology evolves every few years and dynamically impacts both travellers and suppliers. The findings are presented quantitatively to provide insight into the theories used, methodologies adopted, and research perspectives in the tourism domain. The findings reveal inconsistencies in paradigms, and methodological bias and provide suggestions for future research. The study provides significant practical implications for tourism suppliers and digital marketers.
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