Digital marketing and tourism: opportunities for Africa

Abstract

Purpose -The purpose of this paper is to explore digital marketing and tourism with a focus on opportunities with a case study of Africa, motivated by developments in tourism particularly the increase in tourist arrivals and the growth of digital statistics in the digital era. Design/methodology/approach -Literature review as a research methodology was adopted in this study, and the integrative literature review was the method used as well as content analysis to review studies in digital marketing and tourism relating to Africa. Findings -This paper reveals that digital media, content and mobile advertising are among the trends in digital marketing and, thus, affords Africa the opportunity to market its attractions to tourists in this digital era. Research limitations/implications -Future studies can explore quantitative and qualitative methods to understand the phenomenon of digital marketing in relation to tourism. Practical implications -Other countries within Africa to adopt similar digital marketing such as digital media and creative content in order to manage the digitization of marketing activities in the tourism sector.Originality/value -This study explores digital marketing and tourism with a focus on opportunities for Africa as a case study by specifically examining social media marketing in relation to tourist arrivals using integrative literature review and content analysis methods.

Does digital content marketing affect tourism consumer behavior? An extension oftechnology acceptance model

“…Various researches explored the link between digital content and tourism in the developed and developing world. Mkwizu (2019) explored digital marketing and tourism and revealed that the digital media, content and mobile advertising are an opportunity for Africa to market its attractions to tourists in this digital era. According to Smith (2017) and Ukpabi and Karjaluoto (2017), mobile technology allows and supports the consumers' accessibility and reach to the hotel websites and utilize the service in different purposes.…”

Community Participation in the Development of Taman Sari Tourism Village, Yogyakarta, Indonesia

“…The local government had taken different actions to promote tourism objects (referred to as Taman Sari Tourism Village), one of which was through digital media marketing campaigns. Research by Mkwizu (2019) in Africa showed that tourism promotion through social media had an important role in increasing the number of tourist arrivals in Africa, especially international tourists. Indicators of participation in tourism training/ workshop shows that 39.8% of respondents agreed to attend training/workshops on tourism, while 11.4% of respondents disagreed.…”

Sustainable Tourism Recommendations: Systematic Literature Review

“…Eropa [24], [25], [20], [18] Asia [27], [30], [34], [19] Middle east [17] Asia pacific [32] Afrika [28], [31] Research methodology Quantitative [27], [30], [28], [34], [20], [17], [18], [32], [19] Qualitative [24], [18], [19] Literature review [31], [33] conceptual paper [25], [23], [26] Name of Journal Journal of tourism futures [27], [24], [25], [33], [17], [18], [32] Journal Asia Pacific journal of innovation [30] Journal International hospitality review [28], [31] Journal social responsibility [23] Journal of humanities and applied social science [26] Journal of marketing [34], [20] Journal of Asian Business and Economic studies [19]…”

“…11 [17] Tourism as a part of a systematic growth strategy, has the real and affordable potential to contribute significantly to the environtmental, social cultural and economic growth 12 [24] New cultural tourists could increase demand access to locals because locals life could showing equal social status for all relevant groups 13 [25] The uniqeness of historical buildings and their role in forming extraordinary experience escapes provides a supply of destinations and offer aesthetic experience that can not be replicated by a newly built attraction or hotel. 14 [31] Mobile advertising could act as a digital marketing trends and assist to increase international tourism as well as strategy of innovation of marketing promotion. 15 [26] Sustainable tourism as a relatively new concept refers to tourism that attemps to minimize environtmental impacts and sociocultural changes and also creating unique economic opportunity for local community…”

“…Beside that, sustainable promotion is also very important for the creation of sustainable tourism. According to [31] the effective promotion strategy is by using social media such as Facebook subscribers, creating creative content, and mobile advertising, [26] do the nation branding, [32] ICT (Information Communication Technology).…”