The Impact of Digital Marketing Practices on Tourist Buying Behavior: A Study of Indian Tourism Industry

Abstract

The primary objective of this study was to analyze the digital marketing impact on tourist buying behavior in Indian travel and tourism market. We also evaluate the various digital media platforms in India that can influence the tourists buying behavior. This will help the marketers to study the buying behavior of the tourist and approached them accordingly. Due to intensive competition and dramatic changes in environment, tourism organizations are compulsory toaccept superior techniques and strategies to reach out target customers. Tourism is the initial service industry that was using information technologies for promotion their products & services (Sadr, 2013). Tourists use digital technologies at every stages of purchasing if we follow the classic theory of AIDA. Self-structured questionnaires were distributed in the selected sample area of Delhi–NCR, by adopting simple convenience method of sampling. Out of 485 questionnaires 400 responses were collected. Descriptive analysis, reliability test and PLS-SEM method was used to evaluate the data. Findings designated that digital marketing have a profound impact on tourists buying decision and there are various platforms of digital media in India that have an effect on tourist behavior.

Keywords: Digital Marketing, Mobile Marketing, Tourist Buying Behavior, Digital Channels

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