Digital Marketing Strategies and Challenges in Tourism and Local MSMEs
Keywords:
Digital Marketing; Local Tourism; SMEs; Digital Transformation; Public PolicyAbstract
The development of digital technology has driven significant changes in marketing strategies within the tourism sector and local micro, small, and medium enterprises (SMEs). Digital marketing not only serves as a promotional tool but also functions as a primary strategy to enhance destination visibility, SME competitiveness, and consumer engagement in the digital economy era. This study aims to comprehensively examine digital marketing strategies and challenges in tourism and local SMEs through a structured literature review approach. The research method follows the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) guidelines by analyzing 38 reputable national and international articles published between 2020 and 2025. Bibliometric analysis was conducted using VOSviewer software to map thematic clusters, research trends, and gaps in the literature. The findings indicate that social media, digital promotion, and brand awareness development are the most dominant digital marketing strategies in tourism and local SME development. However, the implementation of these strategies still faces challenges, including limited digital literacy, human resource capacity constraints, and infrastructure gaps, particularly in non-urban areas. This study emphasizes the importance of contextual, collaborative, and sustainable digital marketing approaches to support tourism and local SME development.
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