The digitalization experienced in recent years, the spread of big data, artificial intelligence and smart city applications are radically transforming the forms of competition of tourism destinations. In this transformation process, the concept of “smart destination” stands out as a holistic approach covering data-based Deci-sion making, experience design and inter-stakeholder governance processes, rather than technological infrastructure. However, when the literature is examined, it is seen that smart destinations are mostly considered as technology-centered, and it is seen that the role of marketing as a strategic management tool has not been examined in sufficient depth in the literature. Therefore, the main purpose of this book section is to examine the technology–marketing–experience relationship in a holistic framework by considering marketing in smart destinations as a strategic management tool.

In this context, marketing in smart destinations is conceptualized in the section as a dynamic system that integrates data-based decision-making, strategic marketing processes and experience-oriented applications. Sundays Decoupling and positioning decisions, data and analytical infrastructure, and a continuous learning-based interaction model between the applications that center the tourist experience are proposed in this direction. The proposed model reveals that marketing is a strategic mechanism that builds a bridge between technology and management.Dec.

In the application dimension of the study, examples of smart destinations that stand out on a global scale such as Barcelona, Amsterdam and Seoul, as well as the cities of Istanbul, Antalya, Konya and Eskişehir from Turkiye are examined comparatively. These reviews make visible the differentiation of strategic tools, corporate structures and application levels in smart destination marketing.

In the conclusion part of the section, the current situation of smart destination marketing in Turkiye is evaluated and applicable strategic implications are presented for destination management organizations (DMO) and policy makers. In this aspect, the study aims to provide an original marketing-oriented contribution to the smart destination literature.