Digital Transformation in the Tourism Industry: A Comparative Literature Review

Abstract

This paper examines the digital transformation of the global tourism industry, focusing on the evolution of tourism marketing strategies. The study includes the integration of cutting-edge technologies with traditional paradigms. There is a significant disparity between international economies known for their robust theoretical frameworks in data analytics, customer segmentation, and digital channels for marketing, and China, which is characterized by practical innovations but lacks theoretical discourse. This manuscript conducts a comparative analysis by conducting a literature review and synthesizing theoretical and empirical applications from international and Chinese tourism literature. The aim is to bridge the gap between theory and practice and provide insights for more effective tourism marketing in a digitally transformed landscape. This study addresses the disparity between international and Chinese approaches to digital transformation in tourism. Through comparative analysis, the research explores empirical questions related to Chinas distinctive incorporation of emerging technologies, government influence, and sustainability in tourism. It proposes three main hypotheses: 1) Chinese platforms prioritize group consensus over individual choice; 2) Chinas transformation is state-driven, facilitating rapid technological integration; 3) cultural preservation is an important focus of Chinas digital tourism platforms. The paper argues for future research that combines Chinese practical insights with international theoretical frameworks, thus contributing to a more comprehensive understanding of global digital tourism dynamics.