E-marketing is an introduction to the digital transformation of tourism in Iraq

Abstract

The research aims to identify the digital transformation requirements that support electronic marketing systems, and then demonstrate the effectiveness of electronic marketing systems developed for tourism and travel companies. The research was based on a descriptive approach through which some concepts related to electronic marketing and its relationship to digital transformation processes were removed, and through a field survey for the purpose of deriving the proposed development elements for the electronic marketing system through analyzing and ranking the importance that results from the answers of the respondents when maximizing the benefit from Digital transformation processes, based on a sample of experts and academics in the field of tourism and travel. The results of this research concluded that the requirements for digital transformation in tourism and travel companies support the advanced electronic marketing system, and thus the electronic marketing system achieves effectiveness in tourism and travel companies in light of digital transformation processes. The study concluded by recommending taking into account the effective determinants of the outcomes of the study model and taking into account the requirements of digital transformation in achieving the effectiveness of electronic marketing for travel and tourism companies