Abstract
The study aimed to understand the influence of digital marketing strategy preferences, motivation, and
tourists’ perceptions of digital marketing tools and their overall satisfaction after using them. The study
employed a mixed-methods research design, utilizing a sample of 13 tourism marketers and 401 domestic
tourists. The findings led to the development of a framework that helps tourism stakeholders develop
digital marketing strategies that align with tourists’ needs and expectations and effectively promote tourism
destinations. This study argues that by aligning digital marketing strategies with the needs and expectations
of sustainable tourists, tourism stakeholders can enhance tourists’ experiences, build resilience in the
tourism industry, and contribute to the long-term sustainability of tourism. To the best of the authors’
knowledge, this paper presents the first tourist-centric framework that aligns digital marketing strategies
with the needs and expectations of sustainable tourists. The study enriches existing literature and offers
practical guidance for marketers, managers, and policymakers, facilitating the development of effective
and efficient digital marketing strategies. The paper suggests directions for future research.