Exploring the online users’ attitudes towards digital marketing in the hospitality industry

Abstract

The use of digital media, including social media, review sites, price comparison sites, and search engines have become an inevitable daily activity for many individuals. These technologies have become a significant tool for the hospitality businesses to promote their services and to engage with online users. Individuals can access information, online including the reviews from past consumers about products and services that are associated with travel accommodations. Therefore, this study explores the individuals’ perceptions and intentions to use the digital media to book their accommodation requirements. The researcher has distributed an electronic survey among different individuals who were social media users. The questionnaire relied on the Technology Acceptance Model (TAM)’s valid and reliable measures to explore the respondents’ attitudes towards the use of hotel booking sites. A sample of 326 participants suggested that digital media was convenient for them. They found it useful and easy to use, as they had already purchased their hotel accommodation online. The findings of this study indicated that digital media satisfied the consumer’s needs as the majority of them will continue using it in the future. The empirical study has shown that there were positive and significant relationships among the TAM constructs as well as between the individuals’ hotel search experience and their intention to continue using the digital media to book their travel accommodation. In conclusion, the researcher puts forward her implications of this research, identifies the limitations of study and calls for further research in this area of study.