TY - GEN
T1 - Digital Marketing and Customer Loyalty in Tourism Industry Companies
AU - Miranda-Guerra, María del Pilar
AU - Carrillo-Carranza, Liliana Beatriz
AU - Castañeda-Castañeda, Sandra
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2025.
PY - 2025
Y1 - 2025
N2 - Digital technologies have been increasingly adopted by the tourism industry. This article is aimed to systematically review the scientific literature so as to answer the question: What are the theoretical aspects of digital marketing related to customer loyalty in the tourism industry? The main literature concepts proposed by different authors are hereby addressed. Digital marketing is considered an object of research in the industry; however, there are few studies that address the impact of its strategies on the loyalty of companies in the tourism industry. The methodology consisted of a systematic review of research indexed in scientific journals, in which the criteria included studies published between 2012 and 2022. The relation between experiential marketing concepts and customer loyalty in the tourism industry is herein identified. Besides, the main finding validates the impact of the digital marketing application on loyalty; the relations are often expressed indirectly between the dimensions of variables treated. This research presents a theoretical framework on digital marketing and customer loyalty relevant to both academics and professionals, as well as suggestions for future research directions.
AB - Digital technologies have been increasingly adopted by the tourism industry. This article is aimed to systematically review the scientific literature so as to answer the question: What are the theoretical aspects of digital marketing related to customer loyalty in the tourism industry? The main literature concepts proposed by different authors are hereby addressed. Digital marketing is considered an object of research in the industry; however, there are few studies that address the impact of its strategies on the loyalty of companies in the tourism industry. The methodology consisted of a systematic review of research indexed in scientific journals, in which the criteria included studies published between 2012 and 2022. The relation between experiential marketing concepts and customer loyalty in the tourism industry is herein identified. Besides, the main finding validates the impact of the digital marketing application on loyalty; the relations are often expressed indirectly between the dimensions of variables treated. This research presents a theoretical framework on digital marketing and customer loyalty relevant to both academics and professionals, as well as suggestions for future research directions.
KW - Digital marketing
KW - Loyalty
KW - Tourism industry
UR - https://www.scopus.com/pages/publications/105013024210
U2 - 10.1007/978-3-031-93550-3_12
DO - 10.1007/978-3-031-93550-3_12
M3 - Conference contribution
AN - SCOPUS:105013024210
SN - 9783031935497
T3 - Lecture Notes in Networks and Systems
SP - 133
EP - 143
BT - Trends in the ICTs Toward Tourism, Hospitality and Gastronomy
A2 - Mejía, Jezreel
A2 - Cardona Reyes, Hector
A2 - Álvarez-García, José
A2 - del Río-Rama, María de la Cruz
A2 - Esparza-Huamanchumo, Rosse Marie
T2 - International Tourism, Hospitality and Gastronomy Congress, ITHGC 2022
Y2 - 27 October 2022 through 28 October 2022
ER -