Internet Marketing and Patronage of Tourism Products
Published: 2024
Author(s) Name: Joseph Amaechi Anyadighibe, Maurice Sunday Ezekiel, Anthony Ogar, Kalu Kalu Lekwa |
Author(s) Affiliation: Faculty of Management Sciences, University of Calabar, Nigeria.
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Abstract
This study examined internet marketing and the patronage of tourism products. It was aimed at determining the effects of content marketing, social media marketing, email marketing and search engine marketing on the patronage of tourism products. The study adopted cross-sectional survey research design. A sample of 323 tourists were used for the study. The findings of the study revealed that content marketing, social media marketing, email marketing and search engine marketing had significant positive effects on the patronage of tourism products in Cross River State. The study recommended that: tourism-based businesses should harness the potential of content marketing, social media, email marketing and search engine marketing to create and promote valuable, entertaining and informative content; responsive customer services that will generate interest and attract tourist to destination.
DOI: https://doi.org/10.21863/ijhts/2024.17.3.006
Keywords: Internet Marketing, Content Marketing. Social Media Marketing, Email Marketing, Search Engine Marketing, Tourism Product
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