Smart Tourism for Competitive Territories: Enhancing Marketing Strategies with Intelligent Digital Technologies

Territorial decision-makers are aware that investing in intelligent digital technologies and human skills is now a priority in order to value a distinctive and high-quality territorial and cultural offer, and that this will allow them to effectively meet the challenge of tourist attraction. It is thus an orientation toward the establishment of a smart tourism culture capable of facilitating the creation and use of a rich and diverse base of tourist data. This will then be transported via digital channels to facilitate the development of flexible and effective territorial marketing strategies aimed at quickly and profitably satisfying these customers' needs and expectations. This work has thus been an opportunity to highlight the benefits provided by these technologies, including the strengthening of territorial competitiveness and the improvement of their resilience and attractiveness; the personalization of territorial and cultural offerings; the valuation of successful tourist experiences; and, finally, the identification and valuation of the assets of each tourist site.