Thesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management

This thesis explores the transformative impacts of digital marketing strategies on
customer engagement and brand promotion in the dynamic tourism and hospitality
industry of Nigeria. Given the evolving digital landscape, businesses in the hospitality
sector must adapt their marketing approaches to remain competitive and relevant. The
research utilizes a quantitative method with 350 participants from the hotel industry to
achieve its objectives. The study commences by examining the current state of digital
marketing practices in the industry, identifying key platforms and techniques
employed by businesses to connect with their target audience. Subsequently, it delves
into the multifaceted impacts of these digital strategies on customer engagement,
exploring their influence on consumer behavior, interaction, and loyalty. Additionally,
the thesis evaluates the effectiveness of digital marketing in enhancing brand
promotion within the tourism and hospitality sector. It also addresses the challenges
faced by businesses in implementing effective digital marketing campaigns and
provides recommendations for overcoming these obstacles. The findings contribute
valuable insights to both academia and industry practitioners, offering a nuanced
understanding of the role digital marketing plays in shaping customer engagement and
brand promotion within the specific socio- economic context of Nigeria. The research
outcomes provide actionable recommendations for businesses aiming to optimize their
digital marketing strategies in the tourism and hospitality sector, fostering sustainable
growth and competitiveness in the evolving digital landscape.