000			02697nam a22002657a 4500
003			KOHA
005			20241007111432.0
008			240926d2024 cy e|||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 3356 _bO84 2024
100	1		_aOshinbanjo, Adeola Mary
245	1	4	_aTHE IMPACTS OF DIGITAL MARKETING ON CUSTOMER ENGAGEMENT AND BRAND PROMOTION IN THE TOURISM SND HOSPITALITY INDUSTRY; CASE STUDY: NIGERIA / _cADEOLA MARY OSHINBANJO ; SUPERVİSOR, DR. MARJAN KAMYABI
264			_c2024
300			_a68 sheets ; _c30 cm _e+1 CD ROM
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MSc) - Cyprus International University. Institute of Graduate Studies and Research Tourism and Hotel Management
520			_aThis 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.
650		0	_aTourism and Hotel Management _vDissertations, Academic
700	1		_aKamyabi, Marjan _esupervisor
942			_2ddc _cTS
999			_c292866 _d292866