The Role of Digital Marketing in Improving Tourism Brand Awareness: In Case of Members of Ethiopian Tour Operators Association (ETOA)
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Date
2021-01
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A.A.U
Abstract
main purpose of this research was to examine the role of digital
marketing in improving Ethiopian tourism brand awareness. The study
applied explanatory research design for seeing the casual relationship
between the independent and the dependent variables. The research
approach implemented was a quantitative approach using various
descriptive, correlation, and regression analyses. With a population of 183
out of which 126 sample sizes were selected. A primary source of data,
questionnaire, was used to collect the information. The findings indicated
that there were positive significant relationships between all the independent
variables (Social Media Marketing, Search Engine Optimization (SEO)
Marketing, and Email Marketing) and the dependent variable, tourism brand
awareness. The study found out that almost 70% of the variability of the
dependent variable, tourism brand awareness, can be explained by the
included independent variables: Social Media Marketing, Email Marketing,
and SEO marketing). This explains other variables (factors) which were not
included in this specific study could affect the variation of the dependent
variable by only 30%. This research has also found out that the elements of
digital marketing could statistically (as well as significantly) predict brand
awareness with significance value of 0.000, which is quite lower than 5%(
0.05). Compared with other variables, social media marketing has been
found with the strongest relationship with the dependent variable at a value
of 80%. Despite the fact that the companies have a moderate
implementation of digital marketing components, it is recommended to give
reasonable emphasis for all components for a more positive cumulated
outcome in improving their brand awareness digitally.
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Keywords
Digital Marketing, Social Media Marketing, Brand Awareness