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1. Introduction
Digital marketing uses the electronic platform to promote services and products (Mkwizu, 2020; Yasmin et al., 2015). Digital marketing is a relatively new scientific field that has experienced rapid growth and is often regarded as the future of marketing (Magano et al., 2020). Scharl et al. (2005) stated that digital marketing is a type of technology that allows a business to communicate with customers regularly. The use of digital marketing in tourism is the most interesting and rapidly rising form of marketing in a changing world, where service providers increasing possession of necessary technology equipment has boosted their access to e-marketing channels (Chen and Lin, 2019; Chamboko-Mpotaringa and Tichaawa, 2021; Kotoua and Ilkan, 2017; Valeri, 2022b; Valeri and Katsoni, 2021). It has been one of the most popular ways of transmitting tourism-marketing messaging in recent years (Yu et al., 2021). The digitalization of overall marketing systems has changed the business ecosystem. The recent developments in digital technologies present challenges for business systems (Sanasi et al., 2021). This system has transformed the communication pattern to reach prospective and potential customers through the use of Internet and smartphones (Arghya et al., 2020; Hosseini et al., 2016).
Digital marketing will be successful when the adoption of digital marketing technology improves the business culture (Arghya et al., 2020; Smutkupt et al., 2010), performance (Gbadegeshin et al., 2019; Zafar and Mustafa, 2017) and profit (Gbadegeshin et al., 2019; Rahayu and Day, 2017). However, the overall performance of a business may rely on customer satisfaction. Economic crisis, health issues, increased unemployment and price hiking has been the most common problem in the current world. These factors led the service providers to take cost-effective approaches to the delivery of products and services. At the same time, the globalized world influences the service providers to know the customers better than competitors and engage customers emotionally. Business organizations should focus on the policy and plan that stimulates emotional connection with their customers (Eze et al., 2019, 2020; Alkhatib and Valeri, 2022; Santos et al., 2021b).
Tourism in Bangladesh is growing steadily and the previous years' trend has indicated an increase in international tourist arrivals from 126 thousand in 2015 to 323...