Optimizing Tourism Web Usage Continuance Through Digital Marketing Analytics for Sustainable Competitive Performance

<p>As the tourism industry increasingly transitions to digital platforms, the utilization of analytics to assess engagement metrics and optimize user experiences has become crucial for maintaining a competitive edge. This chapter explores the transformative role of digital marketing analytics in tou...

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Bibliographic Details

Main Authors:	Ariffin, Ahmad Azmi Mohd, Hashim, Nik Mohd Hazrul Nik, Rafi, Kifayat Nahiyan, Gani, Mohammad Imtiaz Hossain and Mohammad Osman
Format:	Book Chapter
Language:	English
Published:	IntechOpen 2026
Subjects:	Social Sciences and Humanities
Online Access:	https://www.intechopen.com/chapters/1237070
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