A Systematic Literature Review Analysing Digital Marketing Strategies in Tourism Development

This study aims to conduct a systematic literature analysis on tourism and hospitality,
focusing on utilising digital marketing strategies to promote and develop tourism destinations.
Scopus database (2016-2024) was used to search for articles and the analysis was performed using
the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines. 32
publications (articles, review articles and book chapters) were selected for the final analysis based
on the relevant criteria. The results showed that due to the increased attention to digital marketing
strategies in tourism in recent years, the number of publications related to this field has an increasing
trend. Journal of Travel and Tourism Marketing was found to be the most influential journal in the
field with 134 citations. This study provides valuable insights related to this field for future research.
In particular, the use of email marketing, social media marketing, search engine optimization and
influencer marketing is gaining importance. In addition, it is emphasized that the effective use of
video content, storytelling and personalization plays an important role in the development of the
field.