A conceptual research model proposal of digital marketing adoption and impact on low density tourism regions

Abstract

Nowadays, tourism faces the technology progress challenge. Tourists are changing the way they search for information and the way they buy tourism products and services. Therefore, becomes important to analyze the influence of relevant digital marketing tools on low density tourism regions success, measured through destination image, tourists’ satisfaction and loyalty. The main aim of this article is to demonstrate the theoretical support of a model about the impact of digital marketing tools technologies on low density tourism region. To achieve this purpose, a literature review will be used as a methodological basis. This study also intends to contribute to the scientific debate through the improvement of knowledge in digital marketing tools applied to tourism and for this industry stakeholders.