The Influence of Digital Marketing Capabilities on Competitive Advantage in Tourism Businesses: The Mediating Role of Customer Experience

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Abstract
This research examines the influence of perceived digital marketing capabilities on the competitive advantage of tourism firms and the mediating role of customer experience in this effect. Since the tourism sector is highly and rapidly digitalized, tourism firms’ competitive advantage increasingly depends on customer experience-based strategies. In this context, the research examines the relationships among digital marketing capabilities, customer experience, and competitive advantage within an integrated model. The research data were obtained from 469 tourists who interacted with tourism enterprises via digital media. Data were analysed using a structural equation modeling (SEM) approach in AMOS. Confirmatory factor analysis was used to assess the measurement and structural models, and mediating effects were estimated using bootstrapping. The results showed that the perceived digital marketing capabilities have positive and significant effects on customer experience and competitive advantage. In addition, it was determined that customer experience has a partial mediating role in the relationship between digital marketing capabilities and competitive advantage. It has been found that digital marketing capabilities are an important tool for achieving competitive advantage through customer experience. The research is expected to contribute theoretically to the literature on digital marketing and experience-based competition in the tourism sector, and to provide significant insights for practitioners on developing experience-oriented digital strategies.