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The analysis is based on balanced panel data covering the period 2004\u20132019. Internet-user statistics and Google Trends search data are used as a proxy for digital adoption and virtual proximity, respectively, by source markets. Results lend support to the notion that virtual proximity rather than digital adoption aided international travel, demonstrating that digitalization cannot be interpreted as a fluid and vague concept that exerts a consistent effect. Results also present evidence that Southern European countries should not be treated as a block of homogenous destinations. These findings inform stakeholders regarding the significance of digital platforms as strategic tools to empower consumers. <\/jats:p>","DOI":"10.1177\/13548166221116704","type":"journal-article","created":{"date-parts":[[2022,7,21]],"date-time":"2022-07-21T15:19:19Z","timestamp":1658416759000},"page":"1643-1661","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":13,"title":["The effect of virtual proximity and digital adoption on international tourism flows to Southern Europe"],"prefix":"10.1177","volume":"29","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2019-3535","authenticated-orcid":false,"given":"Alexandre","family":"Guedes","sequence":"first","affiliation":[{"name":"Centre for Transdisciplinary Development Studies (CETRAD), University of Tr\u00e1s-os-Montes and Alto Douro (UTAD), Portugal"}]},{"given":"Samuel","family":"Faria","sequence":"additional","affiliation":[{"name":"Centre for Transdisciplinary Development Studies (CETRAD), University of Tr\u00e1s-os-Montes and Alto Douro (UTAD), Portugal"}]},{"given":"Sofia","family":"Gouveia","sequence":"additional","affiliation":[{"name":"Centre for Transdisciplinary Development Studies (CETRAD), University of Tr\u00e1s-os-Montes and Alto Douro (UTAD), Portugal"}]},{"given":"Jo\u00e3o","family":"Rebelo","sequence":"additional","affiliation":[{"name":"Centre for Transdisciplinary Development Studies (CETRAD), University of Tr\u00e1s-os-Montes and Alto Douro (UTAD), Portugal"}]}],"member":"179","published-online":{"date-parts":[[2022,7,21]]},"reference":[{"volume-title":"Macroeconomics","year":"2008","author":"Abel A","key":"bibr1-13548166221116704"},{"key":"bibr2-13548166221116704","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2017.10.011"},{"key":"bibr111-13548166221116704","doi-asserted-by":"publisher","DOI":"10.1080\/21568316.2021.1887346"},{"key":"bibr3-13548166221116704","first-page":"106","volume":"69","author":"Anderson J","year":"1979","journal-title":"The American Economic Review"},{"key":"bibr4-13548166221116704","doi-asserted-by":"publisher","DOI":"10.1177\/0011392104046617"},{"key":"bibr5-13548166221116704","first-page":"156","volume-title":"Tourism Marketing: On Both Sides of the Country","author":"Baggio R","year":"2013"},{"key":"bibr6-13548166221116704","doi-asserted-by":"publisher","DOI":"10.1002\/9781118766804.wbiect111"},{"key":"bibr7-13548166221116704","doi-asserted-by":"publisher","DOI":"10.1016\/j.tourman.2008.01.005"},{"volume-title":"Where Should We Go? 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