Influence of E-Marketing on the Performance of Travel Agencies in Port Harcourt, Rivers State
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Abstract
The study set out to find out the influence of E-Marketing on the Performance of Travel Agencies in Port Harcourt, Rivers State. The objectives are to determine how Social Media Marketing influenced Competitiveness of Travel Agencies in Port Harcourt, evaluate the effect of digital Billboard on the Performance of Travel Agencies in Port Harcourt and examine the relationship between SMS and the Performance of Travel Agencies in Port Harcourt. A Cross-Sectional Quasi-experimental design was adopted for the study. The sample of this study was seventy-six, (76) Managers and Supervisors of Travel Agencies in Port Harcourt. A designed instrument, (Questionnaire) structured on a four-point Likert Scale was used for data collection. The draft of the Questionnaire was validated by our senior colleagues in the Dept. of Hospitality Management and Tourism. The reliability of the instrument was tested using test-retest reliability to determine the internal consistency of the Questionnaire and correlated with Cronbach Alpha and a reliability index was high enough showing that the instrument was reliable. Mean and Standard Deviation was used in answering the Research Questions; while, Pearson Correlation Co-Efficient to test the Null Hypotheses. The Study concluded that Social Media Marketing had the greatest influence on the Competitiveness and Tourist Loyalty. This means that the Management of Travel Agencies should endeavour to make use of the Social Media Marketing to enhance competitiveness and Tourist Loyalty. Recommendation was that, Management of Travel Agencies should offer on the job training for employees on E-Marketing to equip them with skills to help in their mandates, and assist the firms’ human resource efficiently and increase productivity thus increase the firms’ competitiveness.
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