A study of digital marketing tools usage habits among Hungarian tourists

Abstract

Digitalisation has become inevitable these days. It has been in the forefront due to innovations, the development of informat ion technology tools, internet and smartphones transforming the tourism industry, too. Digital marketing tools and methods have attracted an increasing interest among the Hungarian tourists, as well. The study focuses on the spread of these opportunities in Hungary. The paper’s aim is to investigate when and in what way Hungarian tourists participate in digital tourism. Secondary and primary research was con ducted between October 2018 and March 2019 with a sample of more than 500 respondents. The results show how Hungarian tour ists are related to the digital development in tourism. This study also explores the link between the risk of the activities and the usage of online tools. T he study advances into the literature about the importance of digitalisation in tourism. It shows specifically where service providers need to pay close attention in the marketing communication, in order to remain competitive and gain a competitive advantage.