arbiter
JournalsPricingAccount

Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism

Radovan Bačík et al.

Journal of International Studies2025https://doi.org/10.14254/2071-8330.2025/18-1/7article
AJG 1
Weight
0.44

What the paper says

In the current digital environment, digital marketing plays a crucial role in shaping and influencing consumer preferences and decision-making processes. With the increasing digitalization of society and the abundance of online information, digital marketing has become an inseparable part of promotional strategies in the field of tourism. This study aims to explore several forms of promotion, with an emphasis on digital marketing, and analyze their impact on Slovak consumers in the tourism sector. The findings reveal that while traditional media, such as television, remain significant in promotional strategies, digital marketing is increasingly influencing consumer behavior, particularly among younger, digitally active demographics. The study highlights the importance of credibility in digital marketing content and the growing consumer interest in innovative approaches, such as virtual and augmented reality, for enhancing engagement. These insights provide actionable guidance for the development of integrated marketing strategies that combine traditional and digital methods to address the evolving needs and expectations of diverse consumer groups in the tourism industry.

3 citations

Open paper page →

Cite this paper

https://doi.org/https://doi.org/10.14254/2071-8330.2025/18-1/7

Or copy a formatted citation

@article{radovan2025,
  title        = {{Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism}},
  author       = {Radovan Bačík et al.},
  journal      = {Journal of International Studies},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.14254/2071-8330.2025/18-1/7},
}

Paste directly into BibTeX, Zotero, or your reference manager.

Flag this paper

Impact of digital marketing on the purchasing behavior of modern consumers in the field of tourism

Flags are reviewed by the Arbiter methodology team within 5 business days.

Evidence weight

0.44

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.32 × 0.4 = 0.13
M · momentum0.57 × 0.15 = 0.09
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.