This present study aimed to design a model of digital transformation in digital marketing using grounded theory method. The data of this study were obtained through semi-structured interviews with the snowball sampling technique, which reached theoretical saturation with interviews with eight university professors in digital marketing and eight experts in the tourism industry. After performing three steps of open, axial and selective coding, a paradigmatic model of the research was developed. The validity and reliability of the model were assessed based on the creditability, member checking, triangulation, negative case analysis and transferability. As a result of designing this model, the central phenomenon of digital transformation in digital marketing was explained by the components of a comprehensive solution for digital marketing, digital product, digital pricing, digital promotion, digital distribution, segmentation in digital marketing and digital consumer. In addition, Causal conditions, intervening conditions, contextual conditions, strategies and consequences were examined and explained.