E-Marketing Services and Challenges: Perspectives on Tourism Related Businesses in Nigeria

Abstract

The goal of this study is to examine the difficulties that the tourism industry faces in adopting e-marketing in Nigeria. A survey research technique is employed for this study; thereby, the respondents were administered a total of 147 usable questionnaires. The gathered data were analyzed using SPSS (Statistical Package for the Social Sciences). While Pearson Product Moment Correlation (PPMC) is employed to ascertain the correlation and relationship between the variables of the hypothesis tested. The finding shows that the difficulties of implementing e-marketing have a significant impact on the online services provided by the case study tourism businesses. They all face similar problems in implementing e-marketing. The challenges of adopting e-marketing in Nigeria are primarily due to the unreliable and unaffordable state of facilities/infrastructure in the country. This study contributes to a greater knowledge of the opportunities, obstacles, and guidance required for successful e-marketing of tourism businesses in an emerging economy. The execution of the recommendation from this study will aid in the promotion of Nigeria's tourism products and enhance tourism sustainability in the country.