E-Tourism and Digital Marketing in Africa: Opportunities and Challenges

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Maryam Abdullahi, Rukiye Kilili, Tuğrul Günay


Purpose – This paper examined e-tourism and digital marketing focusing on the opportunities and challenges in Africa using the social media marketing in relation to international tourist influxes, with reference to Nigeria. The study is stimulated by the increase of tourist’s influxes and digital statistics specifically in the advancement of technological age.

Design/methodology/approach – Theoretical framework of the study was reviewed through literature review and web base method for data collection using the content analysis with particular reference to opportunities and challenges. through combining the theoretical framework and content analysis techniques.

Findings – The study demonstrated that digital media, content and mobile promotion have significant impact on the trending of digital marketing apparatus supporting African digital marketing prospects for both domestic and international tourism events.

Research limitations/implications – the results suggested that future research should employ both qualitative and quantitative methodology in order to understand the framework of African tourism as it relates to digital marketing.

Practical implications – this study gives valuable insight into digital marketing where online destination marketers can adopt similar digital marketing skills and innovative content to adequately utilize the new technology in marketing leisure and tourism sector.

 Originality/value –. The result of the study will benefit policymakers in designing e-tourism and digital marketing strategies as a program for enhancing tourist influx and growth in the African tourism industry and particularly Nigeria.

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