Digital Marketing Strategies for Small Travel Businesses : Challenges and opportunities

Abstract

This research project investigates the digital marketing challenges faced by small travel businesses and seeks to provide practical, theory-based solutions. Based on a review of academic literature and qualitative interviews with travel business owners and digital marketing experts, the study identifies six main challenges: limited financial resources, lack of digital expertise, difficulty choosing appropriate tools, insufficient strategic planning, afraid of adopting new technology, and the dominance of large travel platforms. Adopting a thematic analysis approach and grounded in the Technology Acceptance Model, the study provides a comprehensive understanding of the factors influencing digital tool adoption among small travel firms. The findings underscore the importance of basic digital literacy, platform prioritization, micro-influencer engagement, and the strategic use of freemium tools. A key contribution of the study is the conceptualization of a digital marketing toolkit tailored specifically for small travel businesses. This toolkit is envisioned as a simplified, low-cost solution to help entrepreneurs overcome current barriers and streamline their marketing processes. The study concludes by offering recommendations for practical applications and future academic research. It proposes avenues for tool development, comparative regional analyses, and in-depth consumer-focused investigations. This thesis provides both a scholarly contribution and a blueprint to empower small travel businesses to thrive in the increasingly digital tourism landscape.