The Role Of Digital Marketing In Enhancing Tourist Experience In Luxury Hotels
Keywords:
digital marketing, tourist experience, luxury hotels, branding, customer engagement.Abstract
The rapid digital transformation of the global tourism and hospitality industry has significantly reshaped the ways in which luxury hotels create, communicate, and deliver value to their customers. Digital marketing has emerged as a strategic tool that not only supports promotional activities but also plays a crucial role in shaping tourist experience and strengthening brand identity. This scientific article aims to explore the theoretical foundations of digital marketing and tourist experience in the context of luxury hotels. The study examines the evolution of digital marketing in the tourism industry, analyzes the essence, components, and measurement of tourist experience, and investigates the role of digital marketing in luxury hotel branding and customer engagement. The article is based exclusively on internationally recognized academic literature and provides a conceptual framework for further empirical research in the field of luxury hospitality management.
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