The Role of Digital Marketing and Online Relationship Quality in Social Tourism

The literature widely suggests that the digital media has greatly impacted the way a marketer reaches today's consumer. The adaptive process enabled by the digital technologies creates value in new ways in new digital environments. Therefore, social tourism has been defined as the effects and phenomena that result from the participation in tourism and more specifically from the participation of low-income groups. The chapter focuses on accessible tourism and tourism for all. A case study will be present. This chapter will discuss the increasing phenomena of online relationship and digital marketing in specific social tourism contexts. Based on the literature review, the authors will develop a research propositions that connect the online relationship quality dimension developed by the relational marketing (i.e., online contexts) with the consequent e-satisfaction and word-of-mouth (eWOM). The authors also considered some implications for management, as well as give suggestions for future lines of research.