Digital Marketing Tools and Quality Service Delivery in the Hospitality and Tourism Industry in Uyo, Akwa Ibom State, Nigeria

Titus E. Etefia; E. J.  Stephen; Etim Unoh  Eno

doi:10.61227/vv442411

Authors

Titus E. Etefia Department of Hospitality and Tourism Management Federal University of Technology, Ikot Abasi
E. J. Stephen Department of Hospitality and Tourism Management Federal University of Technology, Ikot Abasi
Etim Unoh Eno Department of Environmental Education University of Calabar

DOI:

https://doi.org/10.61227/vv442411

Keywords:

Digital marketing, Marketing tools, Social media, Affiliate marketing tools, Quality service delivery, Hospitality, Tourism industry

Abstract

This study focused on digital marketing tools on the quality of service delivery in the hospitality and tourism industry in Uyo, Akwa Ibom State, Nigeria. To achieve the purpose of the study, two research questions were raised and translated into two null hypotheses to direct the study. Survey research design was adopted as the most suitable design for this study. The population of this study involved all key players in the hospitality, tourism and tourism related businesses in Uyo, Akwa Ibom State; including hoteliers, resort operators, Eateries, Cinema centres and registered transporters. A simple random sampling technique was used to select 3 each of hotels, resorts and transports companies and also draw 536 respondents for this study. Data obtained for this study was possible with the use of structured questionnaire entitled: Digital Marketing Tools and Quality Service Delivery Questionnaire (DMTQSDQ). These instruments were designed by the researchers and validated by two experts in Hospitality and Tourism Management, and Measurement and Evaluation. The reliability of the instrument was ascertained using Cronbach alpha reliability test with 50 questionnaires. The reliability result showed that the instrument is good enough to measure what it was originally designed to measure. Data obtained from respondents in the field was tested using independent t-test analysis. The result of hypotheses testing revealed that the use of social media and use of affiliate marketing tool significantly influence the quality service delivery in the hospitality and tourism industry in Uyo, Akwa Ibom State, Nigeria. Based on this result, it was recommended that Managers of Hospitality and tourism industry in Uyo, Akwa Ibom State should as a matter of necessity maintain their strong social media presence while exploring other social media platforms to engage their target audience. This can involve creating compelling content, interacting with followers, and leveraging social media advertising to reach a wider customer base. Similarly, affiliate marketing strategies should be explored to increase customer patronage of the hospitality and tourism businesses.

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