Marketing Applications of Emerging Technologies and Business Performance of Tourism SMEs

Abstract

The tourism sector is currently undergoing a digital transformation, with emerging technologies playing a pivotal role in redefining marketing strategies and improving the performance of small and medium-sized enterprises (SMEs). This study aims to examine, through a comprehensive literature review, the marketing applications of emerging technologies and the impact of these technologies on the business performance of SMEs. A rigorous methodology based on the PRISMA protocol for reference collection and NVIVO software for textual and thematic analysis was employed in this research. The objective was to demystify the complex relationship between emerging technology marketing applications and the business performance of tourism SMEs. The results revealed a convergence that linked these technologies to key performance indicators.

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