Digital content marketing practices and implementation in the tourism industry

Gurjar, P. K. S.

doi:10.4337/9781800371415.00029

Cited by 1 publication

(1 citation statement)

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“…To engage the digital generation, business models should be redeveloped to make the case for acknowledging these shifting consumer habits. The study (Gurjar, 2022) investigates the process of digital content marketing and its implementation in the tourism industry, providing insights into the critical processes involved -content generation, dissemination, and follow-up. The first stage in digital content marketing is creating relevant material that is helpful to the target audience's interests and demands.…”

Section: Role Of Demographics In Content Marketingmentioning

confidence: 99%

Navigating Oman’s Digital Landscape: The Impact of Demographics on SME Marketing

Mathew,

Shekhar,

Chandrasekaran

et al. 2024

ijmier

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Purpose of the study: This study aims to investigate the influence of demographic factors such as the Employment sector, Education, and Designation on Digital Content Marketing dimensions such as Brand awareness (BA), Customer Engagement (CE), Customer Retention (CR), and Customer Information (CI) from Oman's leading SMEs. Methodology: This study used a deductive research approach to test hypotheses. A survey of 155 Omani SME managers in middle and senior roles was conducted. Demographic variables were analyzed using one-way ANOVA statistical analysis to compare their influence on the research findings. Main Findings: This study found significant influence of content marketing on the Hospitality, Technology, and Service sectors, which use websites, blogs, and social media. In contrast, Engineering, Real Estate, Education, and SME managers focus more on customer engagement and retention. Education level also impacts brand awareness, customer retention, and engagement. Applications of the study: The results of this study will help SMEs and businesses target audiences more effectively, create content that appeals to their interests, select the best distribution channels, and optimize their marketing spending. This study advances knowledge of efficient marketing strategies in Oman's developing digital environment. Novelty of the study: The study provides a fresh perspective on how geographical and demographic variables influence digital content marketing strategies of SMEs in Oman, presenting original empirical data from this understudied region and sector.

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Section: Role Of Demographics In Content Marketingmentioning

confidence: 99%