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| E-Marketing And Travellers' Brand Choice In Travel Trade In Port Harcourt, Rivers State. |
Ekeke, J.N & Etuk, J.S.,
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Abstract:
The ubiquity of communication in the global marketplace has engendered on time communication with the target audience at all times without the obstruction of physical boundaries. Tourism service providers such as travel intermediaries are using Information Communication Technologies (ICTs) to enhance their competitive advantage in the competitive tourism marketplace. The study examined the direct effect of e-marketing on travellers' brand choice in four hypothesised relationships in the city of Port Harcourt, Rivers State, Nigeria. The study which adopted descriptive survey design obtained data from 124 travellers who patronise travel agencies in Port Harcourt using a well-structured questionnaire containing 14 items, with five demographic items. The result of the inferential statistical analysis using SPSS showed that social media marketing and e-advertising had positive significant influence on travellers' satisfaction and travellers' repurchase intention respectively. Travel agency operators in the tourism industry are expected to build capabilities in the area of digital marketing to enhance the satisfaction level of their target market.
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