An Examination of Digital Marketing as a Tool to Enhance Customer Engagement in the Hotel Industry: A Case Study of the Western Province, Sri Lanka

Abstract

Purpose: In the digital age, marketing strategies are crucial for engaging customers. This study aims to evaluate how digital marketing enhances customer engagement in the hotel industry, focusing on Western Province in Sri Lanka. This study's primary objective is to assess the impact of digital marketing to enhance customer engagement in the hotel industry in Western Province, Sri Lanka. The study focuses on the influence of social media marketing, content marketing, and mobile marketing on customer engagement.

Design/methodology/approach: This quantitative study analyzes digital marketing's impact on customer engagement using data collected through an online survey with a structured questionnaire. Multiple regression analysis was employed to test three hypotheses and identify key factors influencing customer engagement in the hotel industry.

Findings: According to the findings, this research shows the relationship between digital marketing and customer engagement in the hotel industry. Therefore, from this study, social media marketing and customer engagement has positive relationships, Content marketing and customer engagement has positive relationships and finally Mobile marketing, and customer engagement have positive relationships.

Originality: The findings offer valuable insights for Sri Lanka's hotel industry, aiding managerial decisions and optimizing digital marketing strategies. The study emphasizes effective marketing strategies, understanding local audience preferences, and the importance of feedback for continuous improvement.

Implications: This study offers valuable insights into Sri Lanka's hotel industry, aiding managerial decisions and providing essential tools for digital marketing. It highlights effective strategies and local audience preferences, supports customer segmentation for personalized marketing, and underscores the significance of feedback for ongoing improvement in digital marketing strategies.