THE IMPACT OF DIGITAL MARKETING TOOLS IN TOURISM ON THE CONSUMER DECISION-MAKING PROCESS
DOI:
https://doi.org/10.60078/2992-877X-2026-vol4-iss1-pp169-175Abstract
This article provides a comprehensive analysis of the impact of digital marketing tools on the consumer decision-making process in the tourism industry. The study examines key elements of digital marketing, including social media, online advertising, search engine marketing, mobile applications, and user-generated content, and their influence on the stages of information search, evaluation of alternatives, and final choice of tourism services. Special attention is given to consumer trust, digital behavior, and the effectiveness of personalized marketing strategies. The findings of the study can be used by tourism organizations to enhance competitiveness and improve consumer engagement in the digital environment.
Keywords:
tourism digital marketing consumer behavior decision-making process online advertising social media personalized marketingReferences
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