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 self-administered 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.

Analyzing the Influence of Demographic Factors on Consumer Preferences in the Tourism Industry in Bali

“…Understanding how technology and online influences intersect with demographic factors can provide insights into the preferences of tech-savvy tourists. This knowledge can inform businesses on effective digital marketing strategies and online presence, ensuring they cater to the needs and preferences of these techsavvy travelers [29]- [32].…”

The Development of Metaverse Technology to Raise Up the Standard of Health Tourism

“…Many companies are leveraging Augmented Reality (AR), Virtual Reality (VR), and Extended Reality (XR) technologies to drive medical innovations, such as virtual surgical simulations and advanced psychiatric treatments. Khasawneh et al, (2023) also emphasized that in the metaverse era, digital marketing intersects w ith the health and beauty sectors, opening new avenues for entrepreneurs (Ioannidis and Kontis, 2023). This encompasses product sales, diverse content presentations, and direct consumer engagement.…”