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2.3 TOURISM

2.3.1 DEFINITION OF TOURISM
Tourism is a temporary travel taken from one location to another with the goal of not performing business or making a livelihood
in the areas visited, but only to enjoy the trip for sightseeing and amusement or other various desire tourism. Tourism is one sectors that has
a significant influence on regional economic growth and has grown into an international and worldwide industry that improves country's
income. While enabling social development and enhancing the nation's cultural identity outside the nation (Othman & Rosli, 2011; Seetanah,
2011; Hassan, et.al, 2013). The tourism industry encompasses many industries like as hotels and restaurants, travel providers, and tourist
regions that provide social development and promote the nation's cultural image overseas. Tourism is often seen as a leisure activity that
encourages people to go to certain locations for the purpose of recreation with the idea of returning home. Tourism, as a global industry,
comprises of a variety of activities, services, and attractions that may be enjoyed by anybody who takes the trip (McIntosh, et.al, 1995).
Tourism, on the other hand, has been recognized as a method of developing a good national identity to improve a country's global recognition,
with the assumption that this identity development will lead in foreign income and infrastructure development. Tourism, according to Palmer
(1999), can help to foster a feeling of national identity. For example, a country's history or tradition can be conveyed through tourism, so
strengthening national identity. Tourism must be marketed to provide prospective customers with a good source of information about their
trip. In this digital era, more emphasis has been paid to tourist development through such measures, which have been used by most nations
across the world, encouraging the required evaluation of the tourism sector (Thurlow and Adam, 2010).

2.3.2 Impact of Information Technology on Tourism
In this digital era, searching for a holiday destination has become easier than ever before. People may now share their ideas,
opinions, and creations on the Internet because of technological advancements. The tremendous technology breakthroughs of recent years
not only have used to have a major effect on the world and people's daily lives (Crouch and Desforges, 2003), and they've also revolutionized
the ways many industries, including tourism (Buhalis, 2003; Middleton et al., 2009). As one of the emerging sectors, the travel and tourism
industry has always been at the top of its game (Sheldon, 1997), capitalizing on the interconnections across technologies and tourist activities
(Buhalis and Law, 2008). With increased interest in Digital marketing, efficient use of a company's website is becoming a key aspect of its
success. Evaluation a variety of other digital marketing have been pushed travelers all over the world to utilize technology to plan their
vacations. Whereas passengers may simply find information, compare prices, and make bookings if they have access to the internet. To
capitalize on these benefits, numerous tourism groups revamped and rebuilt there. As a result, today's visitor utilizes the internet as a search
tool to find possible tourist sites, activities, and services. One of the primary variables influencing repeat visitors is the content of a website.
To increase the likelihood that visitors would return to the site, interactive designs, in addition to providing information, play a key role by
allowing tourism organizations to discover customers' preferences and promote their engagement. Indirectly identify visitor preferences and,
as a result, engage with them personally and give individualized services. The way a website shows information, graphics, and photographs
effects how these messages are interpreted by the "viewer" in a variety of ways.

2.4 Digital Marketing

2.4.1 Definition of Digital Marketing
The use of Internet-based technology to inform and promote certain goods and services to people is known as digital marketing
(Pelsmacker, Tilburg, & Holthof, 2018). In other words, in many product categories, digital marketing is connected to consumer purchasing
behavior and commercial effects. A marketing plan is often necessary for online merchants to enhance sales by capitalizing on consumer
value uncertainty in order to advertise all product categories online (Wu et al., 2018). As a result, digital marketing is a big platform with the
potential to reach a significant number of individuals (Petit et al., 2019). Recently, some business organizations have offered clients digital
marketing services prior to the debut of a new product on the market (Wu et al., 2018). Furthermore, it has been demonstrated in recent times
that the extensively utilized marketing technique by online companies resulted in profits for a number of commercial companies (Wu et al.,
2018). This trend will continue to grow as digital networks becomes the most popular phenomenon on the world.

2.4.2 Digital Marketing in the Hotel Industry
Digital marketing has transformed the hotel business and offered up new channels of communication with an increasing number
of Internet users. Today, digital platforms account for more than half of the media we consume. The capacity of a corporation to reach
customers changes as their media consumption habits change. The point of contact is a valuable tool that allows the organization to create
connections with customers throughout the purchasing process, such as advertising, pre-sale, payment, and post-sale (Ferrone, 2019). The
optimization of the customer experience may be achieved via the synergistic management of the many touchpoints and contact channels
between firms and consumers. Furthermore, reaching out to customers via digital networks has significant advantages over traditional
marketing methods. First, the company's capacity to target consumers with similar qualities has substantially enhanced; for example, an
ecommerce website may choose to advertise exclusively to people who have visited its online store. The second significant advantage of
digital marketing is the ability to assess results online. Individual customers may, in fact, be tracked throughout time and even between
devices. Understanding data with the goal of maintaining the business's future is the key to creating a competitive edge and higher customer
value now. Furthermore, it is modest in cost and works well in advertising materials. Improving hotel websites frequently leads to improved
hotel business performance. It is critical to have a digital marketing plan to enhance order and turnover structure.

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