From algorithm to emotion: new horizons for the digital marketing
Abstract
This article examines how marketing has changed in the tourism sector, from a product-centric approach to the digital era known as Marketing 4.0. It offers a review of the different historical stages of marketing, highlighting the evolution of the traditional model toward the adoption of digital technologies and the humanization of brands. The Marketing 3.0 and 4.0 models are contrasted, emphasizing their conceptual differences and their implementation in the tourism sector. It also addresses the ethical and technological difficulties faced by tourism companies in a hyperconnected world, highlighting the need to find a balance between automation, social commitment, and sustainability. Finally, it concludes that success in current tourism marketing depends on a strategic fusion of human values with innovative technologies to create authentic and personalized experiences that satisfy an active and empowered digital consumer.
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References
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Copyright (c) 2025 Tannia Elizabeth Huertas-López, María Inés Cevallos- Navas, Katerin Tatiana Heredia-Tapia, Nixon Joel Espin-Salambay
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