IMPACT OF DIGITAL MARKETING IN PROMOTING HOSPITALITY SERVICES IN BIDA, NIGER STATE
Abstract
Digital Marketing in Promoting Hospitality Services in Bida, Niger State. This study employs a mixed-method research design that combines a comprehensive review of literature and a quantitative survey to examine the role of digital marketing in promoting hospitality services in Bida, Niger State. The instrument for data collection is a structured questionnaire administered to 30 respondents, including managers, staff, and customers from selected hospitality establishments, using a 5-point Likert scale. Digital marketing encompasses strategies such as websites, social media, search engine optimization (SEO), email marketing, and mobile applications, which are transforming how hospitality businesses attract customers, enhance visibility, and drive revenue. The study explores current trends, challenges, and prospects of digital marketing in the hospitality sector, focusing on its impact on customer engagement, revenue generation, and overall business performance. Analysis of data using descriptive statistics and Chi-square tests reveals significant adoption of social media and websites, with strong positive effects on visibility and bookings. However, challenges such as unstable internet connectivity, financial constraints, and limited technical knowledge hinder effective implementation. The study recommends that hospitality businesses should invest in continuous staff training on digital tools, including SEO, social media management, and email marketing.
Keywords: Digital Marketing, Hospitality Services, Social Media, Customer Engagement, Bida Niger State.
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