IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v5y2021i12p989-996.html
   My bibliography  Save this article

Digital marketing adoption by National Tourism Organisations (NTOs): A Zimbabwean perspective

Author

Listed:
  • Caroliny Makacha

    (Department of Tourism, Hospitality and Leisure Sciences, Midlands State University, Zimbabwe)

  • Munodawafa Njovo

    (Department of Marketing, Catholic University of Zimbabwe, Zimbabwe)

Abstract

The importance of adopting digital marketing in this era of rapid globalisation can’t be overlooked. According to several authors (e.g Bennett and Buhalis, 2003; Buhalis & Law, 2008) the internet is perceived as a powerful and effective marketing tool in tourism. It is consistently accepted as a valuable tool for distributing information and communication, and maintaining a corporate website is vital for the maintenance of relationships established between companies, by strengthening relationships with the public, and especially with customers, thus capturing a larger market segment. It goes without saying that digital marketing technologies have dramatically changed the way tourists and travellers communicate with each other, exchange views about their holidays, interact with the tourist industry in general as they organize their trips (pre-trip), or comment on services offered at hotels, restaurants (on-trip or post-trip) among others. The research sought to establish the digital marketing strategies adopted by Zimbabwe Tourism Authority; to establish the benefits of implementing digital marketing and the challenges faced thereof. In-depth, semi structured interviews were administered to 10 personnel from the NTOs marketing division. The data was thematically analysed. The results show that though ZTA has embraced the use of digital marketing through tools like websites, email marketing, social media marketing, it still faces an array of challenges that include limited financial resources to fully implement the concept.

Suggested Citation

  • Caroliny Makacha & Munodawafa Njovo, 2021. "Digital marketing adoption by National Tourism Organisations (NTOs): A Zimbabwean perspective," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(12), pages 989-996, December.
    • Handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:989-996
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-5-issue-12/989-996.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/virtual-library/papers/digital-marketing-adoption-by-national-tourism-organisations-ntos-a-zimbabwean-perspective/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Afrina Yasmin & Sadia Tasneem & Kaniz Fatema, 2015. "Effectiveness of Digital Marketing in the Challenging Age: An Empirical Study," International Journal of Management Science and Business Administration, Inovatus Services Ltd., vol. 1(5), pages 69-80, April.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Stephanie Hays & Stephen Page & Dimitrios Buhalis, 2013. "Social media as a destination marketing tool: its use by national tourism organisations," Current Issues in Tourism, Taylor & Francis Journals, vol. 16(3), pages 211-239.
    4. Leeflang, Peter S.H. & Verhoef, Peter C. & Dahlström, Peter & Freundt, Tjark, 2014. "Challenges and solutions for marketing in a digital era," European Management Journal, Elsevier, vol. 32(1), pages 1-12.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Marta Götz & Małgorzata Bartosik-Purgat & Barbara Jankowska, 2018. "International Aspects and Challenges of Digital Transformation," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 1, pages 87-102.
    2. Tiwary, Nishant Kumar & Kumar, Rishi Kant & Sarraf, Shagun & Kumar, Prashant & Rana, Nripendra P., 2021. "Impact assessment of social media usage in B2B marketing: A review of the literature and a way forward," Journal of Business Research, Elsevier, vol. 131(C), pages 121-139.
    3. Shakeel ul Rehman & Rafia Gulzar & Wajeeha Aslam, 2022. "Developing the Integrated Marketing Communication (IMC) through Social Media (SM): The Modern Marketing Communication Approach," SAGE Open, , vol. 12(2), pages 21582440221, May.
    4. Riccardo Rialti & Lamberto Zollo & Alessandro Caliandro & Cristiano Ciappei, 2016. "Social media strategies to protect brand image and corporate reputation in the digital era: a digital investigation of the Eni vs. Report case," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2016(4), pages 65-84.
    5. Gryszel Piotr & Pełka Marcin & Zawadzki Piotr, 2023. "The Use of Social Media in City Marketing Communication with Residents and Tourists – User Segmentation," Polish Journal of Sport and Tourism, Sciendo, vol. 30(1), pages 27-32, March.
    6. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    7. Tuulia Nikunen & Martti Saarela & Eeva-Liisa Oikarinen & Matti Muhos & Lari Isohella, 2017. "Micro-Enterprises’ Digital Marketing Tools for Building Customer Relationships," Management, University of Primorska, Faculty of Management Koper, vol. 12(2), pages 171-188.
    8. Foltean, Florin Sabin & Trif, Simona Mihaela & Tuleu, Daniela Liliana, 2019. "Customer relationship management capabilities and social media technology use: Consequences on firm performance," Journal of Business Research, Elsevier, vol. 104(C), pages 563-575.
    9. Alice Mazzucchelli & Roberto Chierici & Angelo Di Gregorio & Claudio Chiacchierini, 2021. "Is Facebook an effective tool to access foreign markets? Evidence from international export performance of fashion firms," Journal of Management & Governance, Springer;Accademia Italiana di Economia Aziendale (AIDEA), vol. 25(4), pages 1107-1144, December.
    10. Bullini Orlandi, Ludovico & Zardini, Alessandro & Rossignoli, Cecilia, 2020. "Organizational technological opportunism and social media: The deployment of social media analytics to sense and respond to technological discontinuities," Journal of Business Research, Elsevier, vol. 112(C), pages 385-395.
    11. Barbu Florentina-Simona & Sanda Grigorie & Rusu Corina-Maria & Balint Petronela-Gianina, 2024. "The Impact of Social Networks on the Choice of Tourist Destinations," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 18(1), pages 2327-2343.
    12. Sander F. M. Beckers & Jenny Doorn & Peter C. Verhoef, 2018. "Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 366-383, May.
    13. Paniagua, Jordi & Korzynski, Pawel & Mas-Tur, Alicia, 2017. "Crossing borders with social media: Online social networks and FDI," European Management Journal, Elsevier, vol. 35(3), pages 314-326.
    14. Caroline Ardelet & Bérangère Brial, 2011. "Influence des recommandations d'internautes: le role de la presence sociale et de l'expertise," Post-Print hal-01258971, HAL.
    15. Fan, Rui & Xu, Ke & Zhao, Jichang, 2018. "An agent-based model for emotion contagion and competition in online social media," Physica A: Statistical Mechanics and its Applications, Elsevier, vol. 495(C), pages 245-259.
    16. T.H.A.S.H. Niranjala, 2020. "Factors Influencing Towards the Adoption of Social Media Marketing in SMEs (References to Small and Medium scale Enterprises in Anuradhapura, Sri Lanka)," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 4(6), pages 540-548, June.
    17. Nour El Houda Ben Amor & Mohamed Nabil Mzoughi, 2023. "Do Millennials’ Motives for Using Snapchat Influence the Effectiveness of Snap Ads?," SAGE Open, , vol. 13(3), pages 21582440231, July.
    18. Majumdar, Adrija & Bose, Indranil, 2019. "Do tweets create value? A multi-period analysis of Twitter use and content of tweets for manufacturing firms," International Journal of Production Economics, Elsevier, vol. 216(C), pages 1-11.
    19. Schmidt, Christoph G. & Wuttke, David A. & Heese, H. Sebastian & Wagner, Stephan M., 2023. "Antecedents of public reactions to supply chain glitches," International Journal of Production Economics, Elsevier, vol. 259(C).
    20. Jochen Wulf, 2020. "Development of an AHP hierarchy for managing omnichannel capabilities: a design science research approach," Business Research, Springer;German Academic Association for Business Research, vol. 13(1), pages 39-68, April.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:5:y:2021:i:12:p:989-996. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.