Investigating digital marketing readiness among tourism firms: an emerging economy perspective

Yabibal A. Abate, Dandison C. Ukpabi and Heikki Karjaluoto

Current Issues in Tourism, 2025, vol. 28, issue 13, 2153-2172

Abstract: The study aimed at investigating the readiness of firms in the tourism industry to adopt digital marketing as a marketing strategy – from an emerging economy perspective. The technology–organisation–environment framework and technology acceptance model were used to identify potential determinants of firms’ intention to adopt digital marketing. Data was collected from a sample of 191 tour and travel agencies using standardised questionnaire. Of the technological, organisational, and environmental factors, convenience, managerial commitment, government regulation, and customer pressure were found to be significant determinants of perceived usefulness and perceived ease of use of digital marketing. Both the mediating variables (perceived usefulness and perceived ease of use) were found significant in affecting firms’ intention to adopt digital marketing as a marketing strategy. Leader digital skill was not found to be a significant moderator on the effect of perceived usefulness and perceived ease of use on intention to adopt digital marketing. Devising conducive policies and regulations, strategic consideration of customer feedback, and creating awareness about the technology are essential for tourism firms and key stakeholders of the sector to capitalise on the advantages of digital marketing.

Date: 2025
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DOI: 10.1080/13683500.2024.2358047

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