FACTORS INFLUENCING THE DECISION OF TOURIST BUSINESSES TO ADOPT DIGITAL MARKETING

Abstract

The purpose of the current study is to investigate how the views of domestic tourists affect their propensity to adopt platforms and tools for digital marketing. On the basis of the perceived organisational E-readiness and the revised information systems success model, regression analyses were employed to evaluate the assumptions based on 375 selfadministered questionnaire surveys done with tourist businesses. The selection of questionnaires was based on a convenience strategy and a stratified proportional sampling method. The results of the research indicate that user satisfaction, system quality, IT infrastructure, information quality, service quality, and top-level management support are substantially associated with the use of digital marketing platforms and tools. The results of this study have practical and policy implications for legislators, marketers, and managers as they design successful and efficient digital marketing strategies to satisfy the requirements and expectations of tourist businesses.

Keywords

• organisational e-readiness
• digital marketing
• information systems success model
• developing country
• tourist businesses