Tourism Marketing Strategies and Their Impact on Customer Loyalty: Evidence from a Systematic Literature Review
DOI:
https://doi.org/10.29407/ngzzk002Abstract
Research aim: This study aims to examine tourism marketing strategies and their impact on customer loyalty through a Systematic Literature Review (SLR). The research focuses on identifying dominant marketing strategies and analyzing how these strategies influence tourist behavior, engagement, and long-term loyalty.
Design/Methode/Approach: This study adopts a Systematic Literature Review (SLR) approach using data obtained from the Scopus database. The search was conducted using the keywords “digital marketing” AND “tourism destination.” The initial search identified 86 articles, which were screened based on relevance, publication year (2020–2025), and document type. A total of 36 articles were selected and analyzed using qualitative content analysis.
Research Finding: The findings reveal that digital marketing strategies play a significant role in enhancing customer loyalty in tourism destinations. Key strategies identified include social media marketing, content marketing through user-generated content (UGC), and integrated digital marketing strategies. These strategies contribute to improving destination visibility, customer engagement, and brand perception. Furthermore, consistent and high-quality digital marketing practices are proven to influence tourists’ intention to revisit and provide positive online recommendations.
Theoretical contribution/Originality: This study contributes to the literature by integrating digital marketing and customer loyalty perspectives within the tourism context. The novelty of this research lies in providing a comprehensive synthesis of marketing strategies and their impact on loyalty, as well as identifying key thematic clusters in tourism marketing research.
Practitioner/Policy implication: The findings offer practical insights for tourism managers and policymakers in developing effective digital marketing strategies to enhance destination competitiveness and customer loyalty. Strengthening digital engagement and personalized marketing approaches can improve long-term sustainability in tourism.
Research limitation: This study is limited to articles indexed in the Scopus database and a specific time period (2020–2025), which may limit the generalizability of the findings.
Keywords: Tourism Marketing; Digital Marketing; Customer Loyalty; Tourism Destination; Social Media Marketing; Systematic Literature Review.
Keywords:
Tourism Marketing; Digital Marketing; Customer Loyalty; Tourism Destination; Social Media Marketing; Systematic Literature Review.Downloads
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