Digital marketing in tourism industry: influence of social media, search engine optimization and online advertising

Abstract

Digital marketing is evolving as it has become more and more integrated into the business world. Tourism businesses are using the various tools of digital marketing to promote themselves. The following thesis will analyze how consumers are influenced by social media, search engine optimization, and online advertising when choosing a travel destination and which of the above factors influences them the most. To answer the questions, questionnaires were sent out to a total of 121 respondents. The questions in the questionnaire are based on online factors such as advertising influencing consumers and criteria for choosing a travel destination. The questionnaire responses were analyzed using SPSS to draw specific conclusions.