Abstract:
Purpose: This dissertation critically analysed the impact of digital marketing on the
operational efficiency oftravel and tourism industry of Pakistan
Methodology and Design: The questionnaire survey methodology was selected to collect
opinion of travel and tourism representatives of Pakistan. The Google Forms application was
used to design the questionnaire, whereas respondents provided opinion directly through
Google Forms platform. The SPSS v20 was used to analyse the questionnaire data by
conducting different analysis tests such as reliability analysis, correlation and regression
analysis.
Findings: The finalised hypothetical testing confirmed that digital marketing has very positive
impact on the operational efficiency oftravel and tourism companies in Pakistan. The p value
collected from coefficient summary was used to test the hypothesis, whereas p value of 0.000
helped in rejecting the null hypothesis and accept the alternative hypothesis.
Limitations: Limitations of dissertation include lack of communication, impact ofCOVID-19
lockdown, and lack ofresearch information
Recommendations: The recommendations included adoption of social media presence,
formation of digital communities, e-CRM to improve customer satisfaction, and rich digital
content
