Digital Marketing Role in the Tourism Sector in Post-COVID-19

This chapter’s primary focus is on digital marketing’s role in the tourism sector post-COVID-19, where the pandemic has changed the structure and processes of tourism businesses and tourist behavior. In this regard, understanding the role of digital marketing tools in the travel sector is critically important. The chapter aims to examine the role of digital marketing tools in travel in the new normal, the impact of digital marketing on tourist behavior post-COVID-19, and the role of virtual tourism and artificial intelligence in post-COVID tourism. Secondary sources of data were utilized, from the Web of Science and Scopus. The chapter will provide the readers with an essential theoretical foundation and a comprehensive overview of digital marketing’s role in the tourism industry, tourist behavior and preferences, and sustainable tourism development based on insights from the literature. The literature suggested that further advances in cloud computing and artificial intelligence will lead to new backstage and frontstage applications for the tourism industry. Hence, applying cloud computing and artificial intelligence to the tourism business will advance the modernization of the sector in addition to using existing digital marketing tools.