Assessing The Use of E-Commerce in Heritage Tourism Marketing: Case of National Theatre And National Musuem, Lagos, Nigeria

Abstract

The increased commercialization of tourism through E-commerce is now being used to attract and serve relevant target groups. Because of the competitive challenges in today's tourism business, heritage tourism and E-commerce have to work together in order to make the industry stand the test of time. Study was conducted in National Theatre (NT) and National Museum (NM), Lagos Nigeria to evaluate the use of E-commerce by the two destinations. Data were analysed using qualitative descriptive analysis, One-way Analysis Of Variance, and multivariable linear regressions. Results of the study showed that 96.6% of the respondents in NT and 96.4% in NM agreed that the use of internet established interactive relationship between customers. In NT, 96.