E-Marketing Services and Challenges: Perspectives on Tourism Related Businesses in Nigeria
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Date
2021-12-27
Journal Title
Journal ISSN
Volume Title
Publisher
Journal of Tourism & Management Research
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.
Description
Staff Publication
Keywords
E-marketing Challenges,, Tourism Businesses,, Nigeria,, Infrastructure.