Tourism digital marketing in Indonesia: Current issues, challenges and opportunities

Purpose of the study: Marketing strategies must evolve with shifts in customer trends, behavior, and technological advancements. Academically, marketing has long been a key area of interest for scholars. This study systematically analyzes research references on tourism marketing in Indonesia. Methodology: This analysis draws on national publication data featuring tourism marketing keywords from 2014 to 2024, obtained via web scraping from the Google Scholar database. Additionally, it seeks to identify key concerns, challenges, and opportunities for digital marketing within Indonesia's tourism sector. Main Findings: This review highlights that academic journals cover diverse aspects of tourism marketing, including tourism, social sciences, communication management, and technology. Despite its limited scale, digital marketing is widely explored by scholars across fields. Bali, Bantul, Sleman, and Yogyakarta are frequently studied locations. Indonesian tourism marketing research tends to adopt qualitative approaches, yet a broad spectrum of contexts such as economics, business, communication, entrepreneurship, sociology, anthropology, and creative industries is also examined. Applications of the study: This study's scope is limited by the narrow range of Google Scholar articles. Future research can expand the literature, with key findings serving as hypotheses for further studies. Policymakers and the digital industry can use these insights for tourism product development. It also represents one of the latest ten-year reviews of digital marketing literature in Indonesia. Novelty/Originality of the study: Tourism must use effective marketing and adapt to changing market behaviors. Collaboration among stakeholders, including academics, is key to seizing opportunities and tackling future challenges.