Digital Marketing Strategies Adopted by Hotels in Abuja, Nigeria

Abstract

Some hotels in Abuja have adopted digital marketing, but there is dearth of empirical evidence to show the strategies that are employed. The study explored the digital marketing strategies adopted by the hotels and investigated the influence of size on the adoption of digital marketing by the hotels. Through purposive sampling, a sample of 130 was drawn from hotels that adopt digital marketing as evidenced by their online presence through owning a website. Quantitative data was generated with online questionnaire. The questionnaire was piloted-tested on 18 sample of similar population and using Chronbach's alpha, a reliability coefficient of 0.86 was obtained. Google Forms was used for the preparation and distribution of the instrument and the data generated was analysed using distributive statistics and percentages. Chi-Square was used to test the hypotheses at 0.05 significance level. The findings show that the hotels adopted the use of social media and email marketing as digital marketing strategies to achieve the marketing goals. It was found out that there is significant difference in the adoption of digital marketing strategies based on size of the hotels. Based on the findings, it was recommended that the hotels should embark on digital marketing training for the staff, digital marketing educators should design affordable training programme for the hotel.