SDG Goal 9: Industry, Innovation and Infrastructure Accomplishment Through the Relationship Between Interactive Marketing and Destination Branding in the Tourism Sector

Abstract

Purpose: This study links SDG goal 9 of industry, innovation strategies and another infrastructural environment to branding relating to destination and interactive marketing. Digital marketing tools with various applications aim to offer hi-tech services to customers in interactive marketing services, namely multiple goods and services, data and innovative techniques in the tourism and travel sector. Exploring the study would add to the existing literature supporting interactive marketing procedures and destination branding. Branding relating to destinations fosters tourists around the globe facilitating economic growth and development and supporting the local economies.

Need for the Study: It is observed from the literature that very few studies have been identified across the globe from various researchers on the interactive marketing and destination branding that ensures brand loyalty and reassesses the intent of the tourists just before the epidemic pandemic in the form of COVID-19. Artificial Intelligence, as part of information technology, offers various interactive marketing services in the form of different social media marketing strategies, attractive websites for tourists and travel providers and image building on destination branding. This study would help fill the marketing gap, which results in branding relating to destination, brand loyalty and reassessing the intent of various tours and travel plans just before the pandemic.

Methodology: The study focused on the literature, demonstrating the stimulus organism methodology and examining the impact of potential marketing strategy, which is interactive focusing on the destination branding, loyalty relating to the brand and also procedures to revert with the intent that would motivate and facilitate the customer’s confidence showering the loyalty relating to the brand in the travel and tourism sector.

Findings and their Practical Implications: The study revealed that the marketing relating to interactive methodologies in the hi-tech digital approaches ought to be carried out to create opportunities for prospective tourists willing to get information about various tourists destinations with the help of various marketing techniques such as different social media applications, easy access of websites for accessing the tourist destinations and relevant information, accessing images pertinent to the tourism destinations with the ease of chat box and providing suitable audios and video sources to the potential customers.

Citation

Ramya, U., Boaler, M., Murthy, M.K. and Pushpa, A. (2023), "SDG Goal 9: Industry, Innovation and Infrastructure Accomplishment Through the Relationship Between Interactive Marketing and Destination Branding in the Tourism Sector", Grima, S., Sood, K. and Özen, E. (Ed.) Contemporary Studies of Risks in Emerging Technology, Part B (Emerald Studies in Finance, Insurance, and Risk Management), Emerald Publishing Limited, Leeds, pp. 97-121. https://doi.org/10.1108/978-1-80455-566-820231005