An exploratory study of the digital marketing trends in Dubai tourism industry
An exploratory study of the digital marketing trends in Dubai tourism industry

Summary/Abstract: Destinations across the world heavily compete with each other, in order to maintain their attractiveness and competitiveness in the global tourism industry. Developing a competitive position among tourism destinations is usually accomplished by creating and transmitting a favorable image to potential tourists through appropriate destination marketing. In addition, Destination marketers targeted the digital media marketing in order to reach a wider audience and generate leads because the most effective form of word of mouth is happening online. Today’s tourists seek out high quality digital resources and experiences that lead to a better decision in making destination selection. Various studies have shown that digital media influence the travelers’ intentions to visit or revisit one destination over another. However, the literature has paid little attention to the concept that how digital marketing is transforming the tourism industry. This study, therefore, attempts to find out the emerging trends in digital tourism marketing with special reference to Dubai as a tourism destination and this study will also discuss how digital marketing is transforming the tourism industry and the level of their adoption in Dubai tourism industry. To achieve these objectives, data were obtained from tour operators in Dubai through interviews and questionnaire survey.

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