19. Impact of digital marketing on sustainable tourism development in Vietnam: Current situation and solutions

Abstract

This study aims to analyze the impact of digital marketing on the tourism industry in Vietnam, focusing on the main pillars: Economic, social-cultural, and environmental. This study has demonstrated that digital marketing influences the identification of tourism destinations, the promotion of tourism businesses, and sustainable tourism development. Tourism businesses use digital marketing channels to promote destinations and are aware of the key role of digital marketing in promoting sustainable tourism growth. On the other hand, digital marketing not only supports the promotion and identification of tourism destinations but also contributes to the long-term development of tourism, at the same time, providing valuable insights for tourists looking for information about destinations, for businesses in enhancing digital interactions with tourists, and for policymakers to develop targeted, sustainable tourism strategies, taking advantage of digital marketing trends.