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DIGITAL MARKETING IN TOURISM: COMMUNICATION CHANNELS, CONSUMER JOURNEY AND DEMAND SEASONALITY

Wagner Zanon1 , Vitor Machado de Paiva1 , Prof. Me. Eder Freitas1

  1. Universidade Paulista
Received
Oct 30, 2026
Accepted
Nov 3, 2026
Published
Nov 10, 2026
Issue
Vol. 2, No. 1 (2026), p. 20-32
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Abstract

Introduction: digital communication and demand seasonality shape tourism marketing but are usually studied separately. Objective: to analyze what the literature supports about the functions of digital channels along the tourist's customer journey and about demand seasonality, and to propose the communication window as an integrating framework. Methods: two-phase integrative review (Crossref queries on 10/28/2026, 60 records screened, 8 included, and a directed search of 19 works), with 27 works analyzed through thematic synthesis and an evidence map. Results: the multi-touchpoint journey and multicausal seasonality have consistent support; channel functions, consistent with caveats; commercial effects and the articulation of channels, journey and seasonality, limited. Conclusion: distinguishing purchase date from travel date allows communication to be planned in the interval between them, which requires testing with booking data. The study is bibliographic.

KeywordsDigital marketingTourismCustomer journeyTourism seasonalityDigital communication
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Article information

Section
Review Articles
History
Received Oct 30, 2026 · accepted Nov 3, 2026 · published Nov 10, 2026 (10 days from submission to publication)
Funding
No
Copyright
© 2026 Wagner Zanon, Vitor Machado de Paiva, Prof. Me. Eder Freitas
License
CC BY 4.0

About the authors

Prof. Me. Eder Freitas — Mestre em Administração pela Universidade da Amazônia - UNAMA