Implementing Marketing Innovation Strategies in Tourism: Lessons from Case Studies

Abstract

This study evaluated the effectiveness of innovative tourism marketing strategies implemented between 2014 and 2024 through a systematic review of six empirical studies selected from the Scopus database. The results highlight that the most effective strategies combine digital innovation, cultural authenticity, and local collaboration. Immersive technologies such as virtual tours boosted engagement, especially in urban destinations, while cultural storytelling and collaboration fostered authenticity and diversification in rural contexts. The main constraints were high technological costs, the digital divide, and a lack of coordination between actors. It is concluded that the success of innovative tourism marketing depends on its adaptation to the context, integrating sustainability, experiential value, and appropriate technology.