THE ROLE OF DIGITAL MARKETING IN TOURISM BUSINESS OF PAKISTAN

Abstract

The arrival of digital technology has fundamentally changed how businesses run, and the travel and tourism sector is no different. This study intends to investigate the function of digital marketing in Pakistan's tourist industry, paying particular attention to perceived utility, perceived usability, perceived risk, and its effect on the performance of the industry. The major technique for gathering data was a standardized questionnaire, which was used in a quantitative research approach. This study's sample size is 87 people. The goals of the study, the resources at hand, and the amount of time available all play a role in determining this number. It was shown that perceived risk has a substantial impact on the adoption of digital marketing in the tourist industry. Key adoption obstacles included worries about data security, privacy, and the possible harm to conventional marketing strategies. The study's findings show a link between the use of digital marketing and the success of the tourist industry. Utilizing digital marketing technologies helps businesses acquire more customers, boost customer happiness, and perform better overall. These results have significant ramifications for Pakistani tourist organizations because they provide light on the variables that affect the adoption of digital marketing tactics and emphasize the need of managing perceived dangers. These findings may be used by policymakers and business professionals to create focused interventions and support systems that motivate tourist enterprises to effectively adopt digital marketing.