ABSTRACT
This chapter introduces the considerable importance of technology in marketing operations in the contemporary business world and highlights why it is now almost impossible to conduct business in the tourism and hospitality industry without the utilization of technology. The chapter introduces some of the applications of technology in hospitality and tourism marketing, the reasons underpinning technology adoption in different scenarios and provides a particular focus on the role of social media and its impact on the future of tourism and hospitality marketing. User-generated content is one aspect that has fundamentally reshaped the industry with it serving as the catalyst for the user, or consumer, shaping the marketing strategies of the future. Finally, the chapter will introduce big data analytics and its current and future role in tourism and hospitality marketing.
