Title: Adoption of digital marketing among tourism industry of Uttarakhand in India

Authors: Anuj; Rajesh Kumar Upadhyay; Himanshu Kargeti; Ajay Sharma

Addresses: Graphic Era Hill University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India ' IKGPTU, Jalandhar, Punjab, India; School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India ' School of Management, Graphic Era Hill University, Dehradun, Uttarakhand, India

Abstract: Tourism industry is an imperative segment in society, as it provides growth and support in economy and social life of most of the countries. Digitisation has become imperative part of businesses now days. It has changed the working scenario of businesses and provided one the fastest platform to interact with customers. Digitisation have brought significant transformation in the tourism industry. Digitisation has transformed the role of traditional tourism into an updated, innovatively and technically upright industry. Our study attempts to find out the research gap by the assessment of adoptability of digital marking in tourism industry and proposing a method to enhance digital marketing adoptability in organisations in tourism industry of Uttarakhand in India. This learning depicts the theoretical model and empirically attempts to find out the association between mentioned entities. For that, we followed UTAUT theory.

Keywords: perceived usefulness; PU; perceived ease of use; PEOU; competitive pressure; CP; attitude towards digital marketing; ATDM; behavioural intention to use; BIU; Uttarakhand tourism; India.

DOI: 10.1504/IJBEX.2023.128260

International Journal of Business Excellence, 2023 Vol.29 No.1, pp.80 - 97

Received: 15 Feb 2020
Accepted: 04 Jun 2020
Published online: 16 Jan 2023 *