This study aims to develop a model of factors influencing the optimal implementation of digital marketing in startups operating within the tourism industry. The research adopts an applied-developmental approach in terms of its objective and employs a descriptive-survey methodology with a qualitative strategy, utilizing thematic analysis. The participant population consists of theoretical experts (including experienced academic faculty in management and marketing) and practical experts (managers and consultants in tourism organizations). A combination of purposive and snowball sampling methods was used to select participants. The sample size was determined based on theoretical saturation, achieved after conducting semi-structured interviews with 15 experts. Data were collected through semi-structured interviews, and the identification of primary and secondary themes for model development was performed using thematic analysis with MAXQDA 2020 software. The results indicate that the main themes of the model for factors affecting the optimal implementation of digital marketing in tourism industry startups comprise five key dimensions: experience-driven marketing strategy, tourism-oriented technologies, interaction and trust-building with tourists, human resources and organizational agility, and performance evaluation and competitiveness. These findings provide a comprehensive framework for enhancing digital marketing practices in tourism startups.