Digital Marketing, Artificial Intelligence, and Online Social Networks in Tourism

Abstract

The present chapter involved a thorough investigation into the tourist destination in question, Amares, where the research results suggest that the Municipality of Amares can improve its digital marketing and online social networks strategy to attract more tourists. Thus, the research adds value to the tourist destination of Amares (Portugal), as it allows understanding in which direction the municipality should focus its efforts in tourism promotion. The conclusions drawn from benchmarking and questionnaire results showed that digital marketing and online social networks are important tools in promoting tourism in the Municipality of Amares. Additionally, some more effective practices were presented, such as the creation of strategic content tailored to different market segments, the use of attractive images and videos inspiring people to visit the tourist destination, and the development of influencer marketing campaigns.