Abstract
This study aims to examine the impact of the Fourth Industrial Revolution (4IR) on the practicality of marketing tourism offerings in the South African context. In this regard, a conceptual review of the implications of marketing tourism in the 4IR era is presented, coupled with the COVID-19 pandemic implication. In terms of the methodology, the study presents a comprehensive discussion, through a critical literature review, and a documentary analysis of the existing models that have been used to examine the impacts of the 4IR on different industries. These are then applied in the tourism context and specifically to the industry in South Africa in order to synthesize these impacts. Key findings from this analysis show that the industry has been greatly challenged by the 4IR and, as such, major adjustments have had to be made by those in the industry. The increased web-based activities of the market have forced many companies to look into online marketing and the use of social media as primary tools for marketing activities. Coupled with this, there has been a greater need for companies to recruit technologically savvy talents who would be able to best utilize the digital tools for marketing purposes. This critical review provides a platform from which future focused research could be undertaken, which could be built upon and adapted to different contexts.