Competitive advantage: Digital marketing of tourism busineesses in Vietnam
Published: July 21, 2026
Abstract
This study evaluates the role of digital marketing in tourism and travel businesses in Vietnam. Through a qualitative study of 10 tourism marketing professionals, the study finds out six key factors of tourism digital marketing activities. These factors are website traffic, social media marketing, search engine optimization, pay-per-click, mobile marketing, and email marketing. These factors all have positive impacts on the effectiveness of tourism businesses' customer relationship management, sales via online channels, and after-sales services. In addition, these factors help businesses to develop a competitive advantage in the market.
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