Abstract

Tourism businesses have become virtual organisations linked to information technology available for innovation in marketing as well as using other platforms in the social media environment such as Facebook, Instagram, etc. This use of social media is creating innovation, as the tourists are becoming co-designers, co-producers, co-marketers, and co-consumers of tourism experiences. The branding strategies methods, tools, and process are changing since the adoption of digital technology in marketing and branding. The organisations are able to reach their tourism appeal through multisensory information that touches the five senses in a more effective way. The use of liquid branding and audio branding to introduce, enhance, and develop various audio and visual elements of the brand is a new trend in branding. Therefore, as brick and mortar or virtual organisations, the destination marketing organisation should innovate their marketing efforts and should respond to change within a dynamic business environment.