Technologies Applied to Tourism Marketing: A 10 Years Systematic Literature Review

In the middle of the rapidly evolving digital epoch, the profound imprint of information and communication technologies (ICT) on market dynamism is discernible across sectors. The tourism realm is no exception to this pervasive transformation, navigating its trajectory by increasingly ingraining these technological tools, particularly in the ambit of marketing. This piece undertakes a meticulous literature review, employing the PRISMA Protocol to select secondary studies, including systematic and integrative literature reviews. The objective is to delineate the predominant technological paradigms relevant to tourism marketing. This systematic literature review encompasses eight scholarly articles from the period of 2013–2023, extracted from esteemed databases: Web of Science and Scopus, out of an initial selection of 16 articles. The main findings accentuate the pivotal role of mobile technologies, the ubiquity of social media advertising, digital marketing strategies, and the immersive allure of virtual reality, namely the nascent, yet resonant, realm of the Metaverse. These conclusions highlight the unpredictable nature of the tourism industry and emphasize the necessity for marketers to adjust their strategies considering the emerging trends driven by technology. By embracing these advancements, marketers can effectively and meaningfully engage with modern consumers and ensure that entities remain robust contenders in the dynamic evolving and ever-fluid landscape of the tourism and hospitality sector.