The Role of Digital Marketing for Aesthetic Tourism: Understanding Tourist Behavior

This article provides a technical outline of the basics of Digital Marketing for aesthetic tourism. The outline includes an introduction to digital marketing and strategies, explaining a conceptual framework relative to this growing marketing area, with information on the main areas for which digital marketing is particularly important on visitors' decision to select a destination to go under aesthetic procedures: (1) the E-commerce section explores different business models, websites and blogs; (2) Web Search Marketing focuses on Search Engine Optimization (SEO) and Search Engine Marketing (SEM), (3) E-mail (4) Social Media Marketing and, (5) Aesthetic medical online communities. In sum, this paper offers an overview of digital marketing and its strategies for an active and effective online presence for aesthetic medical providers. The added value of this paper is to contribute to the scant body of digital marketing and aesthetic tourism behavior.