Perception of Selected Digital Marketing Communication Tools in the Context of Tourism

With the development of digital technologies and the Internet, digital marketing communication tools are increasingly emerging. For tourism businesses, this can be a competitive advantage. This paper aims to explore the perception of digital marketing communication tools in the context of tourism. A questionnaire survey was used to collect primary data. The questionnaire survey results showed that among the digital marketing tools in tourism, consumers pay the most attention to social networks, namely Instagram and YouTube, and content marketing, namely blogs and video content. The results also showed that consumers rarely pay attention to virtual and augmented reality tools and e-mail marketing despite their preference for personalised e-mail offers and newsletters. The results can enrich the theoretical basis of the issue and, in practical terms, help businesses offering tourism products to better target and plan their marketing campaigns.