Tourist-Centric Framework to Align Digital Marketing Strategies in Tourism

The study aimed to understand the influence of digital marketing strategy preferences, motivation, and tourists’ perceptions of digital marketing tools and their overall satisfaction after using them. The study employed a mixed-methods research design, utilizing a sample of 13 tourism marketers and 401 domestic tourists. The findings led to the development of a framework that helps tourism stakeholders develop digital marketing strategies that align with tourists’ needs and expectations and effectively promote tourism destinations. This study argues that by aligning digital marketing strategies with the needs and expectations of sustainable tourists, tourism stakeholders can enhance tourists’ experiences, build resilience in the tourism industry, and contribute to the long-term sustainability of tourism. To the best of the authors’ knowledge, this paper presents the first tourist-centric framework that aligns digital marketing strategies with the needs and expectations of sustainable tourists. The study enriches existing literature and offers practical guidance for marketers, managers, and policymakers, facilitating the development of effective and efficient digital marketing strategies. The paper suggests directions for future research.