Digital Marketing And Technology Innovation On Tourism Business Performance

The study is carried out to examine the impact of the digital marketing on the business performance of tourism. Meanwhile, the study has examined the mediating role of technological innovation in the relationship between the digital marketing and the business performance of tourism. The study has used the survey-based methodology and SEM-PLS is used for the data analysis. The findings of the study offer interesting insights. The ability of digital marketing to keep effective track of their businesses has led its position prior to the traditional marketing. Any course of action intended to achieve its goal is when started can keep a track record of its extension, associations and transformations. It has enabled the researchers to investigate customers’ needs and wants in a meaningful and in an innovative way. These arguments suggest that, by indulging digital marketing in the set of marketing strategies would make a huge contribution towards the effective attainment of business goals and objectives by making brands capable of getting deeper insights about customer choices and serving them better about it