An approach to digital marketing in the tourism sector: an analysis from the perspective of generation Y and Z consumers
DOI:
https://doi.org/10.17561/ree.n2.2025.8871Palabras clave:
digital marketing, tourist experience, marketing strategies, generation Y and ZResumen
As the tourism sector is characterised by its strong connection between its operators and consumers, and this connection has adapted in line with the technological improvements that have been made, there is currently a great deal of influence from the ntire digital environment that surrounds today’s society. With the latest digital transformations, consumers have become more informed, demanding and have a digital purchasing behaviour, using digital media more frequently at all stages of their decision-making and purchasing process. Tourism has therefore recognised this opportunity and has increasingly begun to integrate the various digital platforms into its business strategies, particularly its marketing strategies. Against this backdrop, this study aims to achieve the general objective of understanding the perception of Generation Y and Z tourism portugueses consumers in relation to the digital tools and strategies used by tour operators. To this end, the methodology used consisted of questionnaires to individuals belonging to Generations Y and Z, living in Portugal, from which a sample of 251 respondents was obtained. Given the results, it can be seen that the Portuguese tourism consumer has a positive but demanding perspective on tour operators’ digital strategies, especially Generation Z.
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