TO ANALYSE THE IMPACT OF DIGITAL MARKETING ON OPERATIONAL EFFICIENCY OF TRAVEL AND TOURISM COMPANIES IN THE PAKISTAN

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