Title: The Influence of Online Travel Booking Platforms on Tourism Demand

CHAPTER # 02: LITERATURE REVIEW

In recent years, the tourism industry has experienced a profound metamorphosis
propelled by the rapid advancement of Internet technologies (Mathew & Soliman, 2021).
With the ubiquity of the internet, it has become an indispensable component of the travel
experience, fundamentally altering the way tourists plan, book, and share their journeys. This
literature review endeavours to conduct a thorough and critical analysis of the extensive body
of research concerning the profound impact of the Internet on the tourism industry.
Specifically, it aims to shed light on the interplay between technological advancements and
consumer behaviours within the context of travel and tourism. By delving into key themes
and findings presented in the existing literature, this review seeks to unravel crucial insights
that can help in identifying potential research gaps and opportunities in this dynamic and
ever-evolving field.
The advent of the internet has led to an unprecedented transformation in the travel
landscape. However, the increasing popularity of OTAs has raised concerns about their
impact on traditional travel agencies and the potential commodification of tourism
experiences (Gaur et al., 2021). While the sharing economy has empowered tourists with
unique experiences, it has also posed challenges concerning safety, regulatory compliance,
and the potential impact on local communities (Adeola & Evans, 2019). Moreover, virtual
tours of destinations and attractions have become accessible, allowing tourists to explore
potential destinations before finalizing their travel plans (Pencarelli, 2020). However, the
adoption of VR and AR in the tourism industry also faces challenges related to accessibility
and the need for high-quality content (Xie et al., 2021).
Beyond technological advancements, the internet has profoundly influenced consumer
behaviours in the digital era of tourism. The ease of access to vast travel information and
online reviews has empowered tourists to make well-informed decisions. Studies by Chen et
al., (2020) reveal the considerable influence of online travel reviews on consumers' decision-
making processes. Positive reviews and user-generated content can significantly sway
destination choices and travel behaviours, while negative reviews can deter potential visitors.
This phenomenon underscores the importance of destination marketers actively engaging
with online reviews to effectively manage their reputation. Furthermore; the shift to mobile
tourism has been facilitated by the widespread use of smartphones.
2.1. Technological Advancements in the Tourism Industry:
2.1.1. Online Travel Agencies (OTAs) and Booking Platforms:
The proliferation of online travel agencies (OTAs) and booking platforms has
undeniably been one of the most significant technological advancements in the tourism
industry (Wan Jasni et al., 2020). With the rise of the internet; these platforms have
revolutionized how tourists plan and book their trips, providing them with unparalleled
convenience, extensive choices, and transparent pricing. Studies conducted by Silva et al.,
(2019) have shed light on the growing dominance of OTAs in facilitating travel planning and
reservations. Online travel agencies have become a one-stop-shop for travellers, offering a
wide range of services; including flight bookings, hotel accommodations, car rentals, and tour
packages (Tao, 2022). Tourists can easily compare prices, read reviews, and access valuable
travel information, all from the comfort of their homes. The seamless user experience and
accessibility have contributed to a surge in online bookings; with an increasing number of
travellers opting for the convenience of OTAs over traditional travel agencies.
Moreover, these platforms have significantly enhanced the booking process; making it
more efficient and time-saving. Gone are the days of lengthy phone calls or in-person visits to
travel agencies; now; travellers can book their entire itinerary within a few clicks. This
streamlining of the booking process has become particularly appealing to modern-day
travellers, who often seek instant gratification and efficient solutions. However, alongside the
positive impacts, concerns have arisen regarding the potential consequences of the
widespread adoption of OTAs (Kontis & Skoultsos, 2022). As more travellers turn to online
platforms for their bookings, traditional brick-and-mortar travel agencies face significant
challenges to stay competitive. The shift towards OTAs has led to a decline in foot traffic and
revenue for traditional agencies, raising questions about their future viability. Furthermore,
the reliance on OTAs has sparked debates about the potential commodification of tourism
experiences (Kourtesopoulou et al., 2019). The ease of access to numerous options and
competitive pricing might lead to a perception of travel services as mere commodities; where
the focus is solely on finding the best deals rather than cherishing the unique experiences of
each destination. This shift in consumer behaviour could impact how tourism businesses
operate; with an increasing emphasis on cost-cutting; and standardization.
2.1.2. The Sharing Economy:
The rise of the sharing economy has brought about significant disruptions in the
tourism industry; particularly in the accommodation and transportation sectors. Platforms;
like Airbnb and Uber have revolutionized how travellers find lodging and move around in
their destinations. Research conducted by Curtis & Lehaner, (2019) has highlighted the
increasing popularity of peer-to-peer accommodation and ride-sharing services. Peer-to-peer
accommodation platforms; such as Airbnb, have provided tourists with a wide array of
unique and authentic lodging options. Travellers can now stay in local homes or apartments;
offering a more immersive experience that goes beyond traditional hotel stays. This trend has
been particularly appealing to travellers seeking personalized; and culturally enriching
experiences in their destinations. Moreover; the sharing economy has empowered individuals
to become hosts; opening up new opportunities for them to monetize their unused living
spaces and generate income.
Similarly; ride-sharing services like; Uber has transformed transportation options for
tourists. With the convenience of hailing a ride through a mobile app; travellers have gained
access to reliable and often cost-effective transportation services. This shift has challenged
the dominance of traditional taxi services and reshaped how tourists move around in
unfamiliar cities (Hossain, 2020). However; alongside the benefits, the sharing economy has
also raised certain concerns. Safety has been a recurring issue, as the lack of regulatory
oversight and standardization can pose risks for both hosts and guests. Moreover; the rise of
the sharing economy has prompted discussions about regulatory compliance and taxation.
Traditional businesses, such as hotels and licensed taxis, have advocated for a level playing
field, arguing that sharing economy platforms should adhere to the same regulations and tax
requirements. The tension between established industries and sharing economy platforms has
prompted governments to reassess their policies and find a balance that fosters innovation
while; ensuring consumer protection (Mi & Coffman, 2019). Another consideration is the
potential impact of the sharing economy on local communities. The increasing
commercialization of residential properties for short-term rentals has raised concerns about
housing affordability and housing availability for residents. In some cities; the popularity of
short-term rentals has contributed to housing shortages and driving up rental prices, which
can have adverse effects on residents.
2.2. Consumer Behaviour in the Digital Era:
2.2.1. Online Travel Information Search and Reviews:
In the digital era, the internet has become a game-changer in the tourism industry,
empowering travellers with a vast array of information for their travel planning needs.
According to Colladon et al., (2019) underscore the substantial influence that online travel
reviews wield over consumer decision-making in the tourism sector. User-generated content,
particularly in the form of online travel reviews, has emerged as a pivotal factor in shaping
tourists' destination choices and travel behaviours (Law et al., 2020). Positive reviews carry
significant weight as they offer authentic and trustworthy insights into the experiences of
fellow travellers. When potential visitors come across glowing reviews about a specific
destination or service; it instils a sense of confidence and excitement in their travel decisions.
Positive testimonials often highlight memorable experiences, must-visit attractions; and
exceptional accommodations; encouraging potential travellers to include these elements in
their itineraries.
On the other side; negative online reviews can have detrimental effects on
destinations and service providers. Unhappy travellers may express their grievances and
recount unfavourable experiences, creating doubts and apprehensions in the minds of
potential visitors. Negative reviews; if left unaddressed may deter prospective tourists from
considering certain destinations or services altogether. In a digital landscape where
information spreads rapidly, a single negative review can reach a wide audience and
significantly impact the reputation of a destination (Liu et al., 2020). Moreover; destination
marketers can strategically leverage positive reviews as a powerful marketing tool.
Highlighting authentic and positive testimonials on official websites, social media channels;
and promotional materials can bolster a destination's credibility and appeal to potential
visitors. Positive user-generated content serves as compelling evidence of the destinations
worth, encouraging travellers to choose the location for their upcoming trips (Yan et al.,
2021). Social media platforms have become a vital arena for travellers to share their
experiences and engage with destination marketers (Yan et al., 2021). Engaging with
travellers on these platforms and sharing captivating visual content such as photos and
videos, can play a pivotal role in capturing the attention of potential visitors and inspiring
their wanderlust.
2.2.2. Social Media and Travel Influencers:
In the digital age; social media platforms have emerged as powerful tools for
destination marketing and storytelling within the tourism industry. Notably, the influence of
travel influencers and user-generated content on these platforms has become a key factor in
shaping perceptions of various destinations (Hanifah, 2019). Travel influencers; individuals
with a substantial following on social media, have become instrumental in inspiring
wanderlust and influencing travel decisions (Pop et al., 2022). Through captivating photos,
videos, and personal narratives; these influencers provide potential travellers with a glimpse
of their experiences at different destinations. The allure of visually stunning content and
relatable stories can sway travellers towards considering specific locations for their next
adventure. Destination marketers recognize the potential of collaborating with influencers; as
their posts can reach a vast audience and drive interest in a destination.
Additionally; user-generated content has become a driving force in destination
marketing. Travellers frequently share their experiences on social media platforms; offering
authentic and candid accounts of their journeys (Ana & Istudor, 2019). Such content is often
seen as more trustworthy and relatable than traditional marketing materials; as it originates
from real people sharing real experiences. By reposting user-generated content, destination
marketers can amplify positive testimonials and foster a sense of community among
travellers. Social media platforms enable direct engagement between tourism businesses,
destination marketers; and travellers. By actively interacting with users through comments,
direct messages, and interactive content, businesses can cultivate brand loyalty and build
meaningful relationships with their audience (Mayrhofer et al., 2020).
However, the reliance on social media for destination marketing also comes with
challenges. The authenticity and reliability of content shared on these platforms have raised
concerns. Some content may be edited or staged, leading to a potential disconnect between
travellers' expectations and actual experiences. The rise of "instant tourism," where travellers
prioritize capturing the perfect photo for social media over genuine engagement with the
destination, has also drawn criticism (Rogers et al., 2021). This focus on aesthetics can
overshadow the deeper cultural and experiential aspects of travel. As the influence of social
media continues to grow, destination marketers must navigate these challenges thoughtfully.
Striking a balance between curated content and authentic experiences is essential to foster
trust among travellers. Emphasizing genuine connections with the destination and promoting
responsible and sustainable tourism practices can mitigate the negative effects of overly
staged content.
2.2.3. Online Booking Behaviour and Mobile Tourism:
The proliferation of smartphones has brought about a significant shift in the way
travellers engage with the tourism industry, giving rise to what is now known as mobile
tourism. With the increasing accessibility of mobile devices, an ever-growing number of
travellers are utilizing smartphones and mobile applications for travel planning, bookings,
and on-the-go information (Mohamad et al., 2021)). According to Saluveer et al., (2020)
highlight the profound impact of mobile applications on travel behaviours. These apps offer a
multitude of functionalities; from browsing and booking flights and accommodations to
discovering local attractions and dining options. The convenience of having all these services
at their fingertips has empowered travellers to make quick and spontaneous decisions
regarding their trips. Whether it is booking a last-minute hotel room, or finding an impromptu
activity; mobile applications have facilitated an unprecedented level of flexibility and
independence in travel planning.
The widespread use of mobile devices has also transformed the way tourists interact
with their surroundings during their journeys. With mobile apps providing real-time
information about nearby points of interest; public transportation, and navigation, travellers
can explore new destinations with ease and confidence. This real-time access to information
enriches the travel experience, enabling tourists to make the most of their time and discover
hidden gems that may not be as prominently featured in traditional travel guides (Hoi, 2020).
However, alongside the numerous benefits of mobile tourism, concerns about data privacy
and security have emerged. Travellers often need to provide personal information, such as
credit card details and passport information, when making bookings through mobile
applications. The potential vulnerability of sensitive data to cyber threats and hacking
incidents raises legitimate concerns among travellers. As mobile tourism continues to grow, it
becomes essential for app developers and travel service providers to prioritize data protection
and implement robust security measures to safeguard users' information (Criollo-C et al.,
2021). Moreover, the widespread reliance on mobile applications may inadvertently
contribute to the phenomenon of "over-tourism," as popular destinations experience an influx
of tourists driven by spontaneous mobile bookings. Balancing the promotion of lesser-known
destinations and responsible tourism practices becomes crucial to mitigate the adverse
impacts of overcrowding on local communities and natural environments.
2.3 Factors Influencing Tourist Consumer Behaviour
Tourist consumer behaviour has a pivotal role in shaping the dynamics of the
hospitality business. Enhancing comprehension of the underlying incentives that drive
consumers to select a certain destination, lodging, and/or services can facilitate service
improvement and enable the fulfilment of contemporary tourist demands. Based on this data,
marketers have the opportunity to enhance their offerings and cater to customer preferences
in order to achieve higher levels of satisfaction. The process of making a purchasing decision
is a complex phenomenon that is shaped by a variety of internal and external elements
(Swarbrooke & Horner, 2007). Internal elements such as motivations, self-concept and
personality, attitudes, expectations, perceptions and opinions, lifestyle, and past experience
exert effect on tourism behaviour. External effects encompass a variety of factors, such as
cultural norms, societal values, demographic characteristics, reference groups, word-of-
mouth communication, perceived risks, and political instability, among other pertinent
elements.
The examination of consumer behaviour is a significant and challenging matter to
evaluate, especially within the context of tourism. This is due to the intricate nature of the
purchase choice, which encompasses several factors and considerations. Services are often
purchased by tourists, who primarily seek experiences that contain emotional qualities. The
purchasing decisions of consumers seeking hotels products/services are often influenced by
factors beyond the product itself, such as website design, content, attitudes, and the happiness
of other tourists (Ku & Fan, 2009; Liu & Zhang, 2014). Consumers possess the ability to
make hotel selections based on various factors, including but not limited to the
establishment's geographical placement, brand reputation, available amenities, level of
service excellence, pricing structure, loyalty initiatives, and the evaluations provided by
previous guests. Various elements contribute to the decision-making process of consumers,
with varying degrees of importance based on the individual's qualities and motivations as a
tourist.
2.3.1 Pricing
The tourist market typically encompasses the selection of a destination and
accommodation, together with the purchase of various goods and services, frequently for the
initial time. Consequently, this encounter entails certain levels of perceived risk, perhaps
accompanied by substantial expenses. In such circumstances, the consideration of price
frequently assumes a prominent role in the decision-making process of consumers, leading
them to anticipate a correspondence between the price they would incur and the level of
service quality (Cirer Costa, 2013). The cost of lodging encompasses not only the provision
of a room but also the availability of diverse amenities. The consumer's decision-making
process considers all the aspects and features associated with the accommodation, which
collectively contribute to the overall experience. Additionally, there exist intangible factors
such as the brand image of the hotel or resort, which might diminish the significance of
pricing.
According to Espinet, Saez, Coenders, and Fluvià (2003), the pricing of lodging units
can be influenced by various factors, including location, events, unique qualities, and
seasonal variations. The establishment of pricing is the responsibility of each individual hotel.
Nevertheless, it is imperative not to overlook the potential impact of distribution channels on
pricing dynamics. In the realm of e-commerce, the prices are readily available to a wide
range of consumers, hence fostering heightened competition. Moreover, inside the realm of
online travel agencies (OTAs), it is feasible to encounter identical services offered at varying
price points. E-commerce services possess the inherent benefit of diminished transaction
costs, resulting from the unique characteristics of the business model. This advantage enables
them to offer competitive pricing and lucrative opportunities. Online platforms offer tourists
the opportunity to access more favourable pricing options compared to traditional offline
methods. These platforms include Online Travel Agencies (OTAs), which allow users to
compare rates across many websites such as trivago.com. Additionally, there are websites
that let consumers to submit their desired price for a particular service or product, such as
priceline.com. According to Kim and Lee (2004), the price continues to have a substantial
impact on the reservation intention of online consumers. They argue that when products are
priced high, it can hinder the actualization of the reservation due to an increase in perceived
risk.
2.3.2 Promotions
In contemporary times, in addition to the accessibility of rate transparency, which
stems from the convenience of making comparisons, customers possess an understanding of
the dynamic nature of pricing in order to assess the optimal timing for making purchases
(Webb, 2016). Promotions, encompassing both items and services, have become increasingly
prevalent in contemporary culture. Promotions serve as valuable tools across the several
phases of the product life cycle, encompassing stages such as fostering consumer interest,
conducting market experiments, and facilitating brand introduction.
According to Blattberg and Neslin (2002), a number of academics contend that
consumer responses are primarily motivated by advertising that offer money-saving benefits.
In their study, Martinez and Montaner (2006) discovered that those facing more financial
restrictions exhibit no greater susceptibility to promotional efforts compared to individuals
with a higher socioeconomic status(as cited in Dawra, Katyal, & Gupta, 2015). The authors
conducted an analysis of many elements that may impact consumers' inclination towards
promotional activities, including socio-demographic and behavioural attributes.
According to Soares, Farhangmehr, and Ruvio (2008), individuals with greater
exploratory tendencies exhibit a propensity to engage in more extensive information search
activities in order to identify the optimal choice, and they see sales promotions as a
motivating factor in their ultimate decision-making process. OTA websites provide a variety
of deals, ranging from complimentary cancellation options to discounted prices. In addition to
the prominence afforded to platforms through the provision of free cancellation or deferred
payment options, there are also daily highlights that promote exclusive daily deals. According
to Casaló and Romero (2019), promotions, both monetary and non-monetary, have a
significant role in the decision-making process and have the ability to encourage customers to
engage in voluntary assisting behaviours such as offering ideas and engaging in word-of-
mouth communication.
2.3.3 Analysis of Online Reviews
Demonstrating the quality of service to consumers is a crucial consideration in the
realm of online travel agencies (OTAs) and hotels. Online reviews have become a
contemporary form of word-of-mouth communication, serving as a reliable and indispensable
source of information for online consumers in their decision-making process (Filieri &
McLeay, 2014; Sparks, So & Bradley, 2016). Notably, negative reviews have been found to
significantly diminish the intention of potential clients to make a booking (Gavilan, Avello &
Martinez-Navarro, 2018). According to research conducted by Global Market Research,
Panel Quality, and Lightspeed GMI, a majority of tourism consumers, namely over 60%, rely
on online reviews as a crucial source of information prior to making an online purchase. A
number of scholarly investigations underscore the significance of reviews for the present-day
tourist consumer (Mateus, 2015; Tsao, Hsieh, Shih & Lin, 2015). Mateus (2015) posits that
consumers see internet evaluations as being right, accurate, and dependable. Furthermore,
they believe that hotels with a higher volume of reviews are more popular, hence enhancing
their reputation. According to a study conducted by Book, Tanford, Montegomary, and Love
(2018), it was determined that non-unanimous reviews have emerged as a prominent factor in
influencing consumer decisions, surpassing the significance of pricing considerations,
specifically within the context of resorts in Cancun.
2.3.4 Visual Representations: Photographs
At present, the promotion of tourist destinations predominantly relies on the
utilisation of photographic depictions, as tourism is inherently characterised by its visual and
distinctive nature. The utilisation of travel photographs facilitates the transmission of emotive
emotions to visitors, and the examination of the degree to which the images disseminated on
websites exert influence on tourists holds significant significance (Gao & Bai, 2014).
According to Rafael and Almeida (2017), images have a significant impact on the purchasing
choices made by tourists, both at the destination level and during the final decision-making
process. Additionally, Mak (2017) suggests that photographic content, in general, have a
greater capacity to effectively convey emotional qualities.
2.3.5 Socio-demographic Factors
The existing body of literature acknowledges that several socio-demographic factors,
such as gender, age, income, education, and trip-related features, serve as distinguishing
factors among online tourists (Del Chiappa, 2013; Silva, Filho & Marques Júnior, 2019).
However, it is important to note that the findings in this regard are not universally agreed
upon. Multiple studies have indicated that gender does not have a significant impact on
online purchasing behaviour (Morrison, Andrew & Baum, 2001; Kim & Lee, 2004; Buhalis
& Law, 2008). However, Lin, Featherman, Brooks, and Hajli (2018) argue that gender
differences do exist in online consumer behaviour and purchase decision-making, and that the
effects of gender in e-commerce are still not well comprehended. According to the findings
of Kim, Lehto, and Morrison (2007), it may be inferred that females exhibit a greater
susceptibility to detailed messages, possess a higher inclination towards visual stimuli and
intrinsic motivation, rely more heavily on external sources of information, utilise all available
information, and place greater significance on price comparisons.
In a study conducted by Del Chiappa (2013) in Italy, it was discovered that there are
noteworthy distinctions among online consumers with respect to age, education, income, and
previous encounters with online travel shopping. Furthermore, these consumers can be
swayed in their purchasing decisions by user-generated material. Jensen and Hjalager (2013)
proposed that individuals who are young, possess a high level of education, and have a high
socioeconomic status are more likely to engage in certain behaviours.
Higher-income individuals, in contrast to lower-income individuals, are more likely to
be early adopters of internet technologies for travel planning purposes. According to Kim and
Lee (2004), Garín-Muñoz and Pérez-Amaral (2011), and Morrison et al. (2001), there exists
no discernible correlation between income and the likelihood of engaging in online travel
purchases. However, Law and Bai (2008) contend that the probability of making online
reservations actually rises in tandem with income levels.
According to Garín-Muñoz and Pérez-Amaral (2011) and Kim and Lee (2004), there
is a correlation between the age of online tourists and their likelihood to make reservations
online. Specifically, individuals over the age of 30 are more inclined to engage in online
reservation activities. Additionally, Garín-Muñoz and Pérez-Amaral (2011) found that the
age group of 35-44 exhibits the highest frequency of online accommodation reservations.
Weber and Roehl (1999) and Heung (2003) suggest that individuals with a greater degree of
educational attainment exhibit a higher propensity to utilise online travel agencies (OTAs).
According to Heung (2003), there are variations in the use of the internet for the purpose of
purchasing travel products among different countries. According to Silva et al. (2019), there
is a variation in the preference for booking accommodations through Online trip Agencies
(OTAs) based on the type of trip being undertaken by consumers. Notably, this preference is
found to be more pronounced when the travel in question is domestic and leisure-oriented.
2.4. Theoretical Framework:
2.4.1. Technology Acceptance Model (TAM):
The Technology Acceptance Model (TAM); proposed by Davis in 1989; forms the
foundation of the theoretical framework. TAM posits that perceived usefulness and perceived
ease of use are critical factors influencing an individual's intention to adopt and use
technology (Hossain, 2020). In the context of the tourism industry; this model can help
explain how tourists' perceptions of internet technologies' usefulness and ease of use shape
their behaviours, such as travel planning, booking, and information seeking. TAM provides
insights into consumers' attitudes and intentions regarding the adoption and utilization of
Internet technologies in the travel domain.
2.4.2. Theory of Planned Behaviour (TPB):
The Theory of Planned Behaviour (TPB); developed by Ajzen in 1985; is another
essential theory that underpins the theoretical framework. TPB posits that an individual's
behavioural intentions are influenced by their attitudes toward the behaviour, subjective
norms (perceived social pressure); and perceived behavioural control (perceived ease or
difficulty of performing the behaviour) (Hoi, 2020). In the context of the tourism industry;
TPB can help explain how consumers' attitudes toward using internet technologies for travel,
social influences, and perceived control over online behaviours influence their actual usage of
online platforms and services.
2.4.3. Consumer Decision-Making Model:
The consumer decision-making model provides valuable insights into the process
through which consumers make choices and decisions in the context of tourism. It includes
stages such as problem recognition, information search, evaluation of alternatives, purchase
decision, and post-purchase evaluation (Huang et al., 2019). Integrating this model into the
theoretical framework allows for an understanding of how internet technologies, such as
online travel reviews, user-generated content, and virtual reality experiences, impact each
stage of the decision-making process in travel planning and booking.
2.5. Summary:
The tourism industry has undergone a significant transformation in recent years due to
the rapid advancement of Internet technologies. The ubiquity of the internet has become an
essential part of the travel experience, changing the way tourists plan, book, and share their
journeys. This literature review aims to critically analyse the extensive body of research on
the profound impact of the Internet on the tourism industry. It focuses on technological
advancements, consumer behaviours, destination marketing, and the theoretical frameworks
that underpin these phenomena. Technological advancements, such as online travel agencies
(OTAs) and booking platforms, have revolutionized how tourists plan and book their trips.
While providing unparalleled convenience and transparency, these advancements have also
raised concerns about the potential commodification of tourism experiences. The sharing
economy, exemplified by platforms like Airbnb and Uber, has disrupted the accommodation
and transportation sectors, offered unique experiences but also posed challenges concerning
safety and regulatory compliance.
Virtual reality (VR) and augmented reality (AR) technologies have introduced
immersive tourism experiences, allowing tourists to explore destinations before their actual
travel. However, challenges related to accessibility and high-quality content remain.
Consumer behaviours in the digital era have been heavily influenced by online travel reviews
and social media. Positive reviews and user-generated content can significantly sway
destination choices, while negative reviews can deter potential visitors. Social media and
travel influencers play a crucial role in inspiring wanderlust and influencing travel decisions.
Destination marketing has evolved to leverage digital channels effectively. DMO
websites, social media, and mobile applications are essential tools for creating a compelling
destination image and fostering a sense of connection with potential tourists. The theoretical
framework encompasses the Technology Acceptance Model (TAM), the Theory of Planned
Behaviour (TPB), and the Consumer Decision-Making Model to understand tourists'
perceptions and intentions regarding internet technologies and online behaviours. Research
gaps exist in understanding the long-term implications of technological advancements,
factors contributing to the credibility of online content, ethical considerations of data privacy
and security, and the impact of the Internet on business travel. Moreover, evaluating the
effectiveness of digital marketing strategies and exploring emerging technologies in the
tourism industry requires further investigation.
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