DIGITAL MARKETING AS A TOOL TO IMPROVE THE QUALITY AND EXPERIENCE OF TOURIST SERVICES

Digital marketing has become a crucial tool in the tourism industry, enhancing both the quality of services and the overall experience for travelers. By leveraging tools such as social media, personalized content, data analytics, AI-driven customer service, and real-time feedback, tourism providers can deliver tailored, seamless, and engaging experiences throughout the traveler journey. This article discusses key digital marketing strategies, their benefits, challenges including privacy and measurement complexities, and highlights emerging technologies and ethical considerations that will shape the future of tourism marketing. The findings emphasize that integrating digital marketing thoughtfully is essential for improving service quality, increasing visitor satisfaction, and driving sustainable growth in tourism.